• PRINT • DAVIVIENDA • LEO BURNETT COLOMBIA
FINANCING FOR
ANY VEHICLE.

CUSTOMER

Davivienda

AGENCY

Leo Burnett Colombia

MY ROLE

Head of Art

PRINT • DAVIVIENDA • LEO BURNETT COLOMBIA
ARCHIVE MAGAZINE • CANNES EDITION
2 WORKS PUBLISHED

01 THE CHALLENGE

Communicate vehicle financing without talking about rates or monthly payments.

Davivienda offered financing for any vehicle. The challenge wasn’t explaining the product it was making the benefit so compelling that the visual could say more than the copy ever could.

02 THE IDEA

If “any vehicle” meant any vehicle, we took it literally.
We placed two iconic pop culture cars in impossible situations: KITT sinking into a dystopian river and the DeLorean trapped among dinosaurs. The license plate delivered the punchline.

03 RESULTS

Two print ads. One industry benchmark.
People Reached
Across Colombia
+ 0 M
Increase in Vehicle
Loan Applications
0 %
New Vehicle Loans
Approved
+ 0 K
Increase in Davivienda
Brand Recall
0 %

04 MI ROL

HEAD OF ART

CONCEPTO VISUAL

COMPOSICIÓN

RETOQUE

LEO BURNETT

Mi responsabilidad fue la dirección de arte integral de la campaña: la selección de los referentes cinematográficos, la construcción de los escenarios imposibles, la integración de los vehículos respetando iluminación, perspectiva y atmósfera, y el retoque final. La decisión más crítica fue el tono: oscuro, cinemático у casi hiperrealista, para que la complicidad cultural funcionara sin perder credibilidad visual. Desarrollado en dupla creativa.

04 ROLE

HEAD OF ART
VISUAL CONCEPT
COMPOSITING
RETOUCHING
LEO BURNETT COLOMBIA

I led the campaign's art direction, from selecting the cinematic references to creating the impossible environments, integrating the vehicles with accurate lighting, perspective, atmosphere, and final retouching. The most critical creative decision was the visual tone: dark, cinematic, and hyper-realistic, allowing the pop culture references to feel believable without losing their visual impact. Developed in partnership with the copywriter.