HiTech Auto Care · Brand Repositioning Campaign

This campaign repositioned HiTech Auto Care beyond its association with car wash services, introducing a broader automotive service offering through a narrative-driven concept. Serving as Co-Director and Director of Photography, I collaborated with the production team to develop and execute the visual approach—shaping performance, tone, and visual structure to support a clear shift in brand perception. The piece used controlled humor and performance to create an approachable tone while maintaining service credibility, aligning creative execution with defined brand objectives.