In 2019, following the merger of DriveNow (BMW) and Car2Go (Mercedes), ShareNow was introduced as a joint car-sharing service by these two automotive giants. I was entrusted with leading the imagery production for its launch campaign. My role was to create a series of stills and videos that conveyed the brand’s core values of freedom, independence, and adventure.

The challenge was not to focus on the car-sharing service itself, but to evoke strong emotions that would resonate with users on a deeper level. The imagery needed to inspire a sense of exploration and a lifestyle that aligned with the ShareNow ethos. To achieve this, I collaborated closely with a creative agency, photographers, models, and various subcontractors.

I took charge of the entire production process, ensuring that every detail stayed true to the brand’s vision. This meant not only guiding the creative direction but also making sure that the final result felt authentic and would speak to our target audience.

The production took place in Johannesburg, South Africa, where the dynamic urban backdrop helped bring our vision to life. With a seven-figure budget, we were able to deliver a high-quality campaign that successfully launched ShareNow as a brand that stood for more than just car-sharing – it stood for a lifestyle of freedom and adventure.

This project was a pivotal moment in my career, as it allowed me to blend creativity with strategy, resulting in a campaign that truly resonated with our audience and positioned ShareNow as a European leader in the mobility space.