THE OFFICIAL MOTOR OIL OF ROAD TRIPS
During the holidays motor oil often takes a back seat on the shopping list to gifts and holiday related items. As the official motor oil of the NBA we had a plan to bump Mobil 1 to the top of the list by partnering with a holiday MVP, NBA 2K. We gave consumers the ultimate defense for their engine and on the digital court with a My-Player Defensive boost for NBA 2K21 when you buy Mobil 1. We also integrated with the game bringing in Mobil 1 sponsored events, featured Mobil 1 blocks of the game, and a live stream on Twitch with Anthony Davis.
OMORT CAMPAIGN
Overview:
We turned a single mural into a citywide brand moment, complete with a fashion show, art auction, and social buzz.
Challenge:
Mobil 1 wanted to show up in culture beyond auto—and highlight the diversity and creativity of its Houston community.
Big Idea:
Commission the biggest mural in Houston. Then use it as a canvas for a broader cultural activation around art, fashion, and storytelling.
Execution:
We led the creative direction for the mural design and reveal, which included a public unveiling, an artist-led fashion runway show, and a charity auction tied to the artwork.
Impact:
The campaign merged street art with brand love—making Mobil 1 feel present, proud, and culturally in tune with its community.
EXPERIENTIAL
Our team pitched an idea to partner with the Hoops Bus, where we would travel the U.S. tapping into basketball and gaming culture with a gaming extension to the bus where we would host a traveling tournament for fans to unite and compete on the road. The Hoops Bus partnerhship would be been a relationship to build on year after year, as we wanted to build on the 2K partnerhship, and they are a motor vehicle, in need of motor oil, our specialty.
Credits
Client: Mobil 1
Agency: The Integer Group
Partner Agency: GMR Marketing
Role: Associate Creative Director
Year: 2022
Collaborators: Steve Moon, Patrick Crokin, Alli Durak, Jaymie Pavlonis, Blake Rozas