AutoNation
Axel & Lexa, Virtual Influencers
Client
AutoNation
Deliverables
Concept and Treatment, Creative Director, Strategy for a Younger Audience, Character Design Supervision, Lookdev, MoCap Direction, Edit and Pacing, Social Content System and Guidelines.
Project Overview
We built a social-first way to reach younger drivers: two virtual influencers, Axel and Lexa. I proposed the strategy and led creative direction so they behave like creators, with distinct looks, tone, and a light backstory rooted in car culture.
The duo was produced end-to-end in 3D with motion-capture for lifelike performance. I defined the visual language and lookdev, directed the mo-cap, and set up a fast, repeatable pipeline for short clips, stills, and cutdowns.
We launched around AutoNation’s Miami F1 sponsorship to ride race-week momentum across Instagram and Facebook. The platform now flexes for ongoing campaigns, service tips, model spotlights, seasonal pushes, while keeping a consistent voice and aesthetic.
