Plus Four Social Media Ad Campaign
MORGAN MOTOR COMPANY
Analysing and reacting to marketing data on the Morgan social media paid advertisements, I created a set of social media adverts aimed at a new-to-brand audience.
I expanded on some of my own research into how visual imperfection can be used within luxury branding to create a more human and emotionally engaging feel. By incorporating elements like soft focus, grain, and slight blur, I aimed to challenge the idea that high-end always needs to feel clinical or overly polished. Instead, I leaned into a more tactile aesthetic that aligns with the idea of experience and storytelling qualities that resonate particularly well on social platforms.
This approach built on the visual style I had already developed for the Supersport launch, which balanced premium finishes with a hint of rebelliousness and individuality. I applied this thinking to this series of social media adverts for the Plus Four, using insights provided by the external agency. Their report showed that adventure-related content performed best, particularly when it featured people over products.
Taking that insight on board, I created a set of ads that evoked joy, speed, and fleeting memories, using heightened saturation and intentional blurring to suggest movement and feeling.
I developed a modern take on the Polaroid look to frame the images as snapshots of meaningful moments. The aim was to feel authentic and visually dynamic, showing the car as part of the adventure rather than the sole focus.
Because I was unable to shoot new imagery due to budget constraints, I did a new edit of existing content to revive it and apply this new thinking to it. For context, here is a before vs after of the image edit I did to enhance the feeling of joy, the feeling of remiscing on a lovely memory and the feeling of speed and movement:
Before (existing image):
After (edited image):
Click on images below to view at a larger scale:
From here, I will review the performance of these with the external agency and the internal marketing team at Morgan to create the next round of more targeted, call-to-action adverts designed based on the feedback and data from this initial set.
CLIENT:
Morgan Motor Company
