Don't Story and Drive

Instagram Stories had just become a thing. Everyone was using them while driving. The insight was simple and uncomfortable: you already know how this ends.

The executions showed Instagram Stories folding open like a box — child on a bike, skater, kid with a football — car approaching in the background. Hikayenin sonu belli. Telefona değil, yola bak. You know how the story ends. Watch the road, not the phone.

The format used the medium against itself. An Instagram ad about the danger of Instagram.

Go more, see more

Shell V-Power Diesel. The brief was performance. The answer was perspective.

Roads stretching into forests, mountains, infinite horizons. Go more, see more. Not a fuel ad. A reason to drive further — and a quiet argument that the journey itself is the point.