Context

Total Energy was launching a new motor oil line, Total Quartz, alongside a broader push to increase brand visibility among partners and resellers.


The category is highly functional and competitive, where product quality is difficult to communicate in a memorable way.

Client

Concept development and copywriting.

Role
Task

Develop a creative concept that elevates product performance into a clear, attention-grabbing narrative — while remaining adaptable across outdoor, digital, and retail environments.

We know why they are here …

Instead of traditional automotive messaging, the concept reframed technological excellence through a familiar pop-culture metaphor. The UFO became a visual shorthand for advanced engineering — suggesting that if something can operate in extreme, otherworldly conditions, it can handle everyday ones with ease.

Approach

Outcome

A cohesive campaign concept that translated technical performance into a distinctive visual and narrative system — making the product easier to recognize, remember, and differentiate across touchpoints.