The car that rewrote the rules - and the campaign that had to match it.

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THE BRIEF: Launch the Citroën Ami to a UK audience. A vehicle unlike anything else on the road, aimed at a younger generation who'd never thought about Citroën before.

 

MY TAKE: Edited a series of social-first content leaning into the Ami's quirky, characterful personality - tight cuts, playful pacing and a visual language that felt as unconventional as the car itself. No hard sell, just a distinctly odd, charming vehicle introduced to the world on its own terms. The campaign was recognised by Campaign magazine and nominated for an award for innovative storytelling and social impact.