Role: Design Director, TBWAChiatDay

As Design Director at TBWAChiatDay, Erik developed a year-long print campaign for Infiniti that challenged the conventions of traditional automotive advertising. Rather than creating ads that looked like advertisements, the campaign was designed to feel like editorial features found in leading enthusiast publications.

Working closely with Infiniti's marketing team and some of the industry's most respected automotive photographers, Erik art directed each shoot to capture the craftsmanship, performance, and engineering details that matter most to passionate car enthusiasts. Every month, a new story explored the character of the vehicle beyond horsepower and specifications, creating a more authentic connection with readers.

Published in magazines including Car and Driver and Road & Track, the campaign demonstrated how thoughtful storytelling and editorial-inspired design could engage enthusiasts in a way that traditional advertising rarely could.