National “Win At Travel”

North America Brand Campaign
Creative Director
2024

Created in partnership with BBDO, Win at Travel introduced a new creative platform for National built around a simple insight: for some travelers, getting there is only part of the experience. The journey itself becomes an opportunity to move smarter, travel better, and arrive with confidence.

The campaign elevated National beyond functional messaging toward a more emotional expression of the brand, celebrating the quiet victories of business travel through confident storytelling, premium craft, and moments of understated humor. The work positioned National not simply as a rental car company, but as a trusted partner for travelers who take pride in doing things well.

Produced with Arts & Sciences and directed by Matt Lenski, the campaign was filmed in Toronto and designed as a flexible global asset library spanning film, photography, digital, social, out-of-home, sponsorships, and regional executions across multiple channels.

As Creative Director on the client side, I partnered closely with BBDO and production teams to lead the creative development and execution of the campaign, ensuring every expression of the work remained strategically aligned while maintaining a consistent creative vision across channels and audiences.

Looking back, what stands out most is the collaboration behind the work—the conversations between agency and client, the craft on set, and the shared ambition to elevate an everyday business trip into something more memorable. Those moments are as much a part of the story as the campaign itself.