This spot, Vicious Cycle, kicked off McCann's campaign for Saab. It is one of the purest opportunities of branding that I have had the chance to work on while at McCann. It was an honor to work on such a unique and innovative brand. Saab had great stories to tell. This idea rose to the top of the pile and we made it. Simple ideas win!
Our efforts for Saab were full service for the U.S. market and we partnered globally to keep the look and feel consistent. I learned a lot along the way and it was always great to have a Saab project to think about, even the retail carried the Swedish spirit.