Art Director/Strategist
Fall 2025
In my Typography and Persuasive Design class, each project started with the same exercise. We were given a list of everyday products and could choose a brand to correlate. The list included things like bubble gum, soap, vacuums and one option that no one wanted to touch. A self-driving car.
After three projects in the class, it was still left unchosen. So I decided to challenge myself and build a campaign around Tesla’s self-driving car.
Public perception of Tesla has become complicated.
Elon Musk has become a polarizing figure, and his public statements and political activity are increasingly tied to the company’s image. For some people, their opinion of him directly shapes their opinion of Tesla.
At the same time, brand trust has been challenged by ambitious promises around technologies that have not arrived on the expected timeline. Tesla’s brand value has dropped significantly in recent years, even though a leader in technological innovation.
When people actually use Tesla’s driver assistance technology, their experiences are overwhelmingly positive.
The system handles steering, braking, lane changes, and speed control. Algorithms choose faster and safer routes. Instead of feeling risky, many drivers describe the experience as calm.
Self driving technology gives people something incredibly valuable. Time.
Motion Without Chaos
Innovation has always been about making life easier. Self driving technology is just the next step.
Tesla lets you drive forward while leaving stress behind. The campaign reframes self driving technology as a quiet form of progress. Not replacing human ability, but extending it.
By using typography as the main storytelling tool, I pulled quotes from influential technology leaders that reflect how innovation has always moved humanity forward.
The type itself becomes the visual metaphor. Letters move across the page in structured, directional compositions that guide the eye forward. There’s movement, but it feels intentional and controlled, echoing the way a self driving system navigates the road.
The visual style feels futuristic but still creative and expressive, giving Tesla’s technology a more thoughtful, human edge.
The campaign comes to life through print posters, social content, and a website landing page, all working together as one visual system to communicate the idea across different platforms.
