Lessons in TOP TIER™

ARCO needed to explain the benefits of TOP TIER™ gas in a way that felt simple, entertaining, and true to the brand. We turned Hanna the Dashboard Hula Girl into the expert, bringing her lessons to life through whimsical miniature worlds and sets built inside the car.

My Role:

Developed the campaign concept and led art direction, shaping the visual world, storytelling approach, and overall look and feel of the series.

Impact:

The campaign transformed a technical product message into an approachable, character-driven story, giving ARCO a more engaging way to educate customers about fuel quality.