King of Prizes

Context

"Regele Premiilor" (King of Prizes) was built around an ultra-luxury vehicle prize touring five Romanian cities (Timișoara, Sibiu, Brașov, București, Constanța). Mass-market promotional aesthetics don't resonate with high-net-worth audiences or convey exclusivity, standard OOH struggles to capture the scale and prestige of a luxury vehicle in an ordinary commercial setting, and a cross-country route communicated through typical promo materials tends to turn into cluttered, confusing visuals.

My Role

Campaign Creative Lead & Spatial Designer

I directed the high-end visual identity for the campaign, engineered the photorealistic architectural mockups for the physical display containers, and produced the full omnichannel asset suite — digital banners, event posters, and the rally map.

Strategic Decision & Why

I built a dark-mode, gold-accented identity — bold "REGELE PREMIILOR" typography, metallic textures, a crown-topped monogram — and paired it with bespoke "Black Badge" glass showrooms with a warm gold interior backdrop, instead of the louder, mass-promo look typical of giveaways. A luxury vehicle needed a setting that matched its own prestige, not a generic display stand; the gold-on-black language also gave me one consistent system to carry across five cities, so I used a single stylized, high-contrast route map rather than per-city materials to keep the multi-city logistics legible instead of cluttered.

Execution

The luxury identity system (typography, monogram, metallic textures) applied to the "Black Badge" glass display containers, large-format casino bar digital banners, promotional event posters, and the stylized rally map tracking the route across all five cities.

Result

A premium, cohesive rollout across five cities where the luxury positioning held consistently from the showroom glass to the street signage — avoiding the fragmented feel multi-city promotions usually have, and giving the vehicle itself the elegant urban presence the brief called for.