Working with The Independent, we built an editorial lifestyle campaign around popular influencers already living the outdoor life. Real stories, real passion. We called it the E-Safari.
I designed the creative and messaging framework. The structure that would let each story breathe while hitting the strategic goals: dispelling range anxiety, making the tech feel simple, positioning electric as exciting rather than earnest.
Then I interviewed each influencer myself. Long conversations about foraging and wild swimming. Miles from your typical car brief, but fascinating. Just listening for the truth beneath the surface. What drives them, how the outdoors shapes their day, where electric fits naturally into the rhythm of their life.
From those interviews, I built the film scripts and story frameworks. Six distinct narratives built from their actual words and phrasing, the way they talked about their passion, the little stories and details that brought them to life. It ensured everything felt genuine, real and fun. The kind of thing people could actually connect with.
The campaign rolled out as a full platform across The Independent Lifestyle section with films, features, and multimedia content. Not “here’s an electric car”, more “here’s a life, and the electric car that enables it.” The car showed up naturally. And the lifestyle sold it.
Six stories, six films, and over a million views. We didn’t sell electric vehicles, we sold the lives you could lead with one.
