Brief: presented concept to creative director for a digital ad campaign for the automotive data cleaning product Record Recharge.

Idea: the data automotive dealers and vendors need cleaned isn’t random, it’s the living ‘record’ of the people who buy and use those vehicles. Every vehicle is a direct result of the personality of the driver. Their data is their personality. Every vehicle owns a human.

Taken further: This idea could be taken further in a video:
- shot of the car driving in its own environment (beach, luxury, city)
- shot of driver inside the car
- the car itself starts talking about its owner, sharing a story.
- mentioning some data points, how it takes care of the human, rather than the human taking care of it.
- cut to the end: Every Vehicle Owns A Human
- the right data starts with Record Recharge, vehicle approved.

Or, for a shorter video, you could have the cars driving through their own environments. One is a beach bum, the other a luxury lover driving through a high-end cul-de-sac, the other a rave-loving city dweller. As the cars drive, data about the human comes off the car. Things like “loves techno” - “due for new brakes” - “partygirl@gmail.com”.