The Tesla challenge.
A race until fail, to prove who's electric engine can last the longest


How would a car brand that does not advertise, advertise? In the boldest way possible. An experience naming them superior to all competitors in the EV category.

A three part race, where 10 electric cars drive around three Canadian parks until all batteries deplete, leaving only the winner left driving.

tesla motors
art direction/identity/design
creatives: emily gilmore, noah ganhão

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