Original Venice crew mustangs (OVC)
Short term project to build brand awareness for an existing brands social channels, website, and history.
Before the infamous 1966 Le Mans race where Carroll Shelby lead the American Ford team to beat Ferrari, He first built his reputation in Venice, CA. as a racer/builder of the Shelby Cobra and the Mustang GT350.
The original crew who built the GT350 along side Carroll Shelby are back together, building only 36 Competition Mustangs, licensed by Ford and Shelby enterprises. These 36 cars come with new performance upgrades but still keep the essence of the original.
www.ovcmustangs.com
Art Direction
Social Media
Marketing
PR
With a massive shop located in the same Shelby building in Gardena, the first issue’s to address were community awareness and location of shop. I partnered up with local cars & coffee (sponsored coffee by La Colombre) brand, AutoConduct to host a morning car show at the shop. The theme was ‘Purpose Built’ performance cars built for the track or street. We set to invite local social media car enthusiasts, automotive photographers, and of course builders from many different car cultures.
We had an amazing event with a massive line of cars out side the shop an hour before the show. Once the doors opened we packed every car in while taking over the street outside as well. The social engagement was amazing, leading up to the event and after. Pre show Instagram followers: 120. Post show 800+ with high engagement/sharing.
Along with AutoConduct, we also partnered with LeenCustoms on a limited edition enamel pin of the GT350 for this event only and a small batch set aside for online sales. All pins sold out within hours.
Shifting gears into content creation and partnerships for online automotive media. AutotopiaLA (80k+ Subscribers) filmed multiple 15min video for their YouTube channel. Donut Media, a YouTube channel with over 2.9m+ subscribers film within the OVC space. Since video release, we have seen 3500+ authentic followers join the OVC Instagram account.
The website was built on Shopify so the OVC team can easily handle transactions, upload parts, handle shipping and manage vehicle interest for purchasing.
After implementing new design, community engagement, and content creation OVC has now built a nice following.
Enthusiast can now find/visit the shop, get their car worked on, and be part of history all over again with the Shelby name.