Axalta Coating Systems
YouTube Ads
Role: Video Editor, Motion Graphics Designer, Colorist, Sound Designer
The Challenge: Take three automotive coating brands, each with different audiences and personalities, and establish clear editing and motion graphics guidelines to distinguish them from each other.
The Process: I built brand-defining motion and editing systems from the ground up. Once the DNA of each brand was locked, I delivered master files and trained junior editors to replicate the styles, cementing consistency across every platform.
The Results: The ads hit YouTube and ignited awareness. Collectively, the videos have surpassed 1 million views, establishing each brand with a recognizable visual identity—driving recognition, building trust, and proving that style can be a powerful strategic tool.
For Axalta: I leaned into stark, high-impact cuts synced with mechanical soundscapes to underscore its cutting-edge innovation.
For Upol: I built a speed-driven edit, clean motion graphics, and a no-nonsense clarity that mirrored a collision shop owner’s “time is money” mindset.
For Raptor: I went gritty and tactile—intentional shakes, bold overlays, and grain textures that spoke to DIY truck builders proud of their garage-born projects.