THIS WASN’T A LAUNCH.
IT WAS A COMEBACK.

With the launch of Tom by TomTom, there was an opportunity to rethink how the brand showed up.
The challenge wasn’t just awareness but shifting perception, the below is how we did it.

A simple, confident line designed to define the brands audience

GOOD DRIVERS ONLY

INSIGHT

Driving has become overloaded.

More screens, more alerts, more noise. What people actually need is less.

THE IDEA

Tom was positioned as a second pair of eyes. So you keep your attention where it belongs, the road.

MY ROLE

I led the creative direction end-to-end, defining the visual language and overseeing all touchpoints.

THE BRAND FILM

The film set the tone for the entire campaign, rolling out as the hero across TV, YouTube and social.

It built momentum across channels and helped shift the brand into something more bold and current.

Confident, a bit unexpected, and designed to stick.

WATCH THE FILM

THE CREATIVE ASSETS

Big, bold and unmistakably red.

With a product designed to reduce noise, the visual system followed the same principle; simple, focused and instantly recognisable.

By owning TomTom’s distinctive red, the work cut through consistently across every touchpoint.

Rolled out across every touchpoint:

LESS DISTRACTION.

MORE TOM.

Creative direction led by me, in collaboration with a team of talented creatives.

Photography: Jaap Beyleveld | Production: Empire Films | Agency: Preacher Amsterdam | CGI: Artbinary

THIS WASN’T A LAUNCH. IT WAS A COMEBACK.