What if luxury belonged to everyone? For DiDi, we turned an iconic symbol of extravagance into a people's experience. La Limo del Pueblo brought a bright orange limousine to the streets of Buenos Aires, giving everyday stories a chance to ride in style. The campaign also tapped into pop culture, turning an old viral moment with Argentine artist Dillom into an unexpected comeback.
My role: Creative direction and design of the limousine's visual identity.
