SEAFOAM MOTOR TREATMENT
+ Advertising
+ Award-winning
Sea Foam Motor Treatment is an oil and fuel additive designed to increase the performance of gasoline and diesel engines. The campaign originally called for single-page magazine ads, but using a double-page spread created a more immersive ad experience that alluded to the expansive landscapes.
This project won Silver in Advertising in Graphis' New Talent 2023 and was accepted into the 18th National Student Show and Conference.
PROCESS
Sea Foam is a product that performs many things: cleaning the engine, improving mileage, and stabilizing gas to name a few. While conceptualizing, I explored these different performances, however I lacked the perspective of an insider— of someone that lives and breathes cars.
Early concepts.
After interviewing local mechanics, modders, and car enthusiasts about the kinds of products they use for their cars, rather than focusing on technical and measurable details, they spoke in immeasurable experiences—how smooth the ride was, the trips they took, and how it made them feel.
They all shared the same love: driving.
Rather than show what the product can do for you, I chose to show how the product can make you feel. While Sea Foam can do many things, what matters is how it changes your experience driving.
Early iterations and headlines.
Expansive landscapes and long roads were chosen as they are the most fun to drive according to auto enthusiasts. Reminded of my childhood scooter that I used to ride down a hill, my conclusion became clear. It's just fun to go.