We Are The Rhoads Get There with Maven
The world is out there waiting for you, you just have to get to it.
In 2017 there is a host of different options to get out and see the world and one of the newest, Maven, wants to join you on your journey. The car share program from GM makes vehicles available for wherever you want to go. Unlike the rideshare model that’s become so popular in recent years, car sharing allows you to borrow and drive the car yourself – it’s a system that’s relatively new and could use some introduction. That’s why Maven asked We Are The Rhoads to help introduce them to the world. Sarah and Chris Rhoads helped create a campaign that focused not just on the cars and driving, but what happens when you get to where you want to go. “This was all about using a car to go to these interesting places so we sent out a location scout around San Francisco and the surrounding areas to find as many interesting places as we could and ended up with this little honey pot of options,” says Chris. “Not everybody uses a car for the same reasons. So it was interesting and fun to come up with unique scenarios and ideas.” You may want to plunge into nature with Maven while your neighbor may just need a car for a trip to the furniture store. No matter your reason Maven can make it work and the Rhoads wanted to show that.
To do that, they got the greatest range of imagery they could. “One day we went out to the Redwoods, another day we went to the ocean, another day we created a festival scene within San Francisco, and we also went to Chinatown. We really shot all over which was fun,” says Sarah. The result is an expansive campaign that hits a ton of different energies, aesthetics, and moods. But all of it is strung together by the Rhoads’ inventive creativity and storytelling. That’s something they build from the ground up in every shoot – just like they created the aforementioned music festival on a quiet San Francisco street. “One of my favorite scenes we did was the festival scenario but at the time there weren’t actually any festivals so instead we created it,” says Chris. “It’s one thing to take something that already exists and document that in a unique perspective, but I always really like the challenge of creating something from nothing and building out what we all have in our mind.”
One of the most surprising elements of the campaign might be that there are very few cars to be seen, but this was by design. Sure, at the root of it Maven is all about connecting drivers with available vehicles, but in action, it’s about so much more. It’s about freedom, mobility, and accessibility. Showing off those elements is the most immediate way to describe the brand. “The whole campaign is centered around ‘Be There’ and being in the moment,” explains Sarah. “Most times when you are in the moment that you want to be in it’s not about getting to the moment. It’s not driving to the moment. It’s being in that experience and fully immersed in it.” It’s something of a corporate risk to not put the cars front and center, but through development, Maven got on board with the more expressive and creative campaign –that’s something they deserve credit for. “I really applaud Maven for that trust in the creative and to really, wholly embrace that approach,” says Chris.
The campaign has since rolled out all over, including major billboards and installations in Washington D.C. and San Francisco. Wherever you are: look up! It might be there!