CREATIVE CAMPAIGN & COPYWRITING · SELECTED WORK

Total UFO

CONTEXT

Total Energy was launching a new motor oil line, Total Quartz, alongside a broader push to increase brand visibility among partners and resellers.

A new-generation motor oil entering a category where every brand makes the same promise: more protection, less friction, longer life. Technically superior, practically indistinguishable.

CLIENT Total Energy ↗

ROLE Concept development and copywriting

FOCUS Brand messaging Advertising copy Creative concept development Consumer communication Campaign storytelling

TASK

A concept built to win attention in a category that usually gets ignored, turning a hard-to-differentiate product into the one people actually remember.

Approach

We know why they are here …

In a category where every product sounds identical, the concept competes on association rather than argument. A pop-culture symbol of superior technology, the alien spacecraft, becomes the brand's shorthand: visitors travel across the galaxy for this exact oil, because nothing they engineer performs better. The premise is playful, but the positioning is deliberate. A product advanced enough for civilizations beyond ours claims the top of the category by implication, while competitors are still reciting their formulas.

PROJECT SUMMARY

CAMPAIGN OBJECTIVE Support the Total Quartz motor oil launch and increase brand visibility among partners and resellers.

TARGET AUDIENCE Partners, resellers, and drivers choosing between near-identical products.

MY CONTRIBUTION Concept development and copywriting.

DELIVERABLES Campaign concept, brand messaging, and advertising copy.

OUTCOME A cohesive campaign concept that translated technical performance into a distinctive visual and narrative system, making the product easier to recognize, remember, and differentiate.

← BACK TO ALL STOPS NEXT STOP → Capitalgrad