Waze approached us with the challenge of building brand awareness for their ambitious initiative, Waze Carpool. This program aimed to tackle the environmental impact of car pollution by encouraging users to carpool and collectively cut emissions in half.

Our campaign concept was bold: we launched a movement against single-driver commutes and rallied people to fill every empty car seat. To amplify the message, we brought the iconic Waze Ghost to life as the leader of this revolution, championing the cause under the rallying cry #OccupyCarseats.

The campaign spanned digital programmatic ads and an engaging suite of hack-like social assets designed to "take over" the internet, intrigue and inspire action. Fully illustrated, these assets introduced a cast of characters alongside the Waze Ghost, creating a vibrant and memorable narrative to drive the mission forward.

Illustrator: Nick Sampson

Lead Animator: Nick Sampson
Designer: Megan Lee
Supporting animators: Erick Cespedes and Megan Lee