• PRINT • GENUINE RENAULT PARTS • PUBLICIS COLOMBIA

GENUINE RENAULT PARTS LAST LONGER.

Some things simply speak for themselves.

"We didn't have to say they last longer. We showed why."

CUSTOMER

Sofasa Renault

AGENCY

Publicis Colombia

MY ROLE

Art Director

01 THE CHALLENGE

Prove that genuine parts are worth more in a market that didn’t believe they were.

n a market where aftermarket parts were widely seen as “just as good, only cheaper,” Renault needed to prove not simply claim that genuine parts deliver superior quality, even at a higher price. The challenge wasn’t making promises. It was building credibility.

02 THE IDEA

No people. No promises. Just real engineering.

We showcased genuine Renault parts disassembled over their own technical blueprints. Every component tells its own story through its precision, materials, and construction. When something is built to last, it shows from the inside out. Art direction transformed engineering into the campaign’s strongest proof point.

03 HOW THE IDEA CAME TO LIFE

From the workshop to the reader. No middlemen.

We studied each genuine part its function and the engineering details that set it apart from aftermarket alternatives.

We disassembled every part to reveal what makes it superior from the inside out.

Every component was photographed with technical precision over its original engineering blueprint.

A simple truth, proven visually.

"We didn't have to say they last longer. We showed why."

04 RESULTS

The campaign changed perception. And the business felt it.

Increase in genuine
parts sales

+ 0 %

Más visitas a talleres
Renault service centers

+ 0 %

Improvement in perceived
quality and durability

+ 0 %

Return on campaign
investment

0 X

05 MI ROL

ART DIRECTOR

CONCEPTO VISUAL

FOTOGRAFÍA

RETOQUE

PUBLICIS COLOMBIA

Mi responsabilidad fue la dirección de arte integral de la serie: la selección de cada repuesto, la coordinación de la sesión fotográfica técnica, la composición sobre los planos de ingeniería y el retoque final. La decisión más crítica fue no agregar nada que no fuera el repuesto mismo, cada elemento que se sumaba restaba argumento. La austeridad visual fue la estrategia. Desarrollado en dupla creativa

05 MI ROL

ART DIRECTOR

VISUAL CONCEPT

PHOTOGRAPHY

RETOUCHINGE

PUBLICIS COLOMBIA

led the art direction across every stage of the project from selecting each genuine part and directing the technical photography to designing the compositions over the engineering blueprints and supervising the final retouching. The key creative decision was to let the product speak for itself. Nothing was added beyond the part itself, because every extra element diluted the idea. Minimalism wasn't just an aesthetic choice it was the strategy. Created as part of a creative team.