This project almost killed me. I was originally asked to concept their 2010 campaign, so the first half of this assignment consisted of brainstorming, assigning production work, and presenting ideas and sketches to the client. A couple months went by, and in a time of need, my role was to oversee their entire 2010 online media buy. Everything from Yahoo reskins to CNN and YouTube homepage takeovers were my responsibility - which also included managing a staff of designers from Chicago, Calgary and Costa Rica. I also art directed the photoshoot for the campaign, and had the lead role in the talent and photographer selection process. Finally, I worked with media vendors to ensure my own vision and the client's expectations were met.
This project always brings back negative memories, however within a day this campaign went live, it already gained press coverage. During the course of its first year, the 'Hearts and Minds' campaign would generate over 2 billion impressions – 100 million on YouTube alone – and is the largest campaign AutoTrader has ever launched.