From Zero to Hero

In cooperation with Emmanuel Puzynin

Tesla has an image problem!

In this project Emmanuel Puzynin and I developed a campaign to tackle this problem. Our insight was:
Turn Tesla cars, stores & service centers into a voting booth to help Elon change.

The voting campaign would also be accompanied by a artistic redesign of the brand. This redesign is inspired by the ancient Japanese art of Kintsugi, which repairs broken pottery by joining the pieces with lacquer mixed with powdered gold.

Rather than hiding the damage, this concept highlights it by tracing accidental scratches, dents, or panel lines with fine, fluid lines of real or simulated gold. The resulting pattern celebrates the unique history of the car, turning its imperfections into unique, beautiful features and treating it as a precious, one-of-a-kind object.