Axalta Coating Systems
YouTube Ads
Role: Creative Lead, Video Editor
Brought in by Driven Creative Supply Co. to lead the creative execution and establish motion and editing styles that would define the visual language for three brands—Axalta, Upol, and Raptor. My mandate went beyond editing; I set the tone, pace, and brand-specific storytelling approach that became part of each brand’s official creative guidelines.
Once the creative blueprints were established, I delivered master project files and trained junior editors at Driven Creative Supply Co. on how to replicate and evolve these styles—ensuring brand consistency long after launch. The ads ran on YouTube, driving awareness for a major product collaboration and multiple product launches.
For Axalta, I built a visual rhythm around stark, high-impact cuts to black, flash cuts, and evolving typography, synced to an experimental score blending digital and mechanical sounds—reinforcing their identity as automated, cutting-edge innovators.
For Upol, I leaned into speed and precision—fast cuts, racing footage, and clean, efficient motion graphics—to connect with the practical, “Time is money” and "A clean workspace is a clear mind." philosophy of a collision repair shop owner.
For Raptor, I created a tactile, gritty feel—intentional frame shakes, bold color overlays, and a grainy texture—to resonate with DIY truck owners who take pride in hands-on, garage-built projects.