The Hunt

THE CHALLENGE


The crew at The Drive and The Ninety got together for an epic road trip in the new Alfa Romeo 4C. When they were done they left the car somewhere between Los Angeles and New York, and posted a series of hints, clues and tips for all to see in the Hot Laps Newsletter, the review videos and on social media. Who ever found the car got a two year lease on a brand new Alfa Romeo 4C. We were brought on to create the logo, branding, and all promotional assets for the contest.

Our Role


Logo Design
Branding
Graphic Design / Print
Motion Graphics
Web Ads

Credits


Messaging + Video: TheNinety + The Drive
Watch the Episodes
COLOR PALETTE
White
Light Grey
Grey
Black
Orange

TYPOGRAPHY

DIGITAL CAMO PATTERN

ALTERNATIVE

SUPPORTING GRAPHIC

LOGO + BRANDING SOLUTION:

A SCENE FOR THE UNSEEN

It made sense to keep the branding of the contest heavily associated with The Drive, so we used the same color palette for consistency. We also used the orange slash in their logo as a starting point to create the rest of the assets. The Hunt logo incorporates the same angle as the slash in The Drive logo and illustrates acceleration. Since this was a scavenger hunt contest we were inspired by the idea of disguise and the digital dispatch of the clues and hints. We created a digital camouflage pattern using The Drive slash shape to tie the concept together.
SOLUTION:

WEB ADS ACROSS ALL TIME INC. WEBSITES

The Hunt was advertised on thedrive.com as well as Time Inc’s other afiliate websites. We created a suite of various sized web banners to the specifications of those websites. We carried the branding across these ads and worked with the teams at The Drive and The Ninety to ensure the messaging and legal copy covered all grounds.
SOLUTION:

MOTION GRAPHICS FOR CLUE VIDEOS

We designed the video bumper and title animations that appeared throughout the clue videos. Attention was given to every detail including the rev sound of a real Alfa Romeo 4C within the bumper animation. We worked closely with Koski Syväri, the motion agency that shot and produced the video content to ensure everything flowed together seamlessly.
SOLUTION:

PRINTED SIGNAGE LEFT THROUGHOUT THE ROUTE

During the roadtrip, tear off signs and lawn signs were sprinkled throughout the route as hints of where they had passed through. We created and carried the branding through the signage and made sure everything was sent to print in record time.
THE RESULT:

AMERICA WENT ON THE HUNT FOR 4C

The Hunt received a great response and encouraged many to get off their couch to find the Alfa Romeo 4C. The car was found shortly after the final clue was announced.