Performance Art

This digital campaign for the Bosch Platinum 4 spark plug featured popular drifting champion, Vaughn Gitten Jr.. It promoted the brand to enthusiasts and introduced Bosch to younger motorsports fans who are do-it-yourselfers. At the centerpiece of the campaign is a film in which Vaughn uses his drifting skills to create a piece of art in downtown L.A.. He uses an asphalt as a canvas and his tires as his brush. The on-line film had over 300,000 unique visitors in the first month. The campaign was extended into print, web and at the SEMA show booth in Las Vegas. Brad was art director for this unique, unexpected campaign.