IVECO Daily 35S Select Van
2024
One
Background
Italian commercial vehicle manufacturer IVECO produces the Daily 35S Select Van — a light commercial vehicle designed for courier and delivery drivers. Competing with models such as the Mercedes-Benz Sprinter and Fiat Ducato, the vehicle offers a range of class-leading features that differentiate it within the category.
Ahead of a new campaign rollout across digital, social, and the Carsales network, IVECO sought to invest in a fresh suite of locally produced creative.
Two
Approach
I led the development of a campaign concept centred on localised imagery and customer representation. Rather than relying on inherited European assets, the approach prioritised authenticity — featuring talent to reflect the end user and bring a more human dimension to the creative.
Model Harry Gould was cast as the delivery driver, with commercial photographer Ryan Creevey capturing portrait-led imagery in industrial locations across Thornbury, Victoria. Automotive specialists Bandits & Co. produced composite vehicle imagery in-studio, with a Docklands street plate integrated to ground the visuals in a recognisable urban environment.
Final assets were rolled out across programmatic, digital, and social placements.
The campaign became IVECO’s top-performing initiative of 2024, achieving the highest click-through rates across all marketing and advertising activity.
Three
Services
Pre-Production
Production (Stills)
Director / Producer
Art Direction
Account Management
Graphic Design
Four
