In partnership with Land Rover & COOL HUNTING for the #helloevoque campaign, we took the newly redesigned 2020 Range Rover Evoque around Dallas to document Paul Tellefsen’s perspective of the city as a native and artist. We profiled our trip through a video series and photo collection highlighting 7 local spots over a few days. The series was also promoted as a preroll ad in local Dallas movie theaters during the month of July and August 2019 as well as across the internet and social media on @coolhunting, @technopaul and @wetheable.
Social Media Strategy
Document what it's like to live in Dallas through the perspective of local artist Paul Tellefsen in the Range Rover Evoque and share that across social media and media buys.
Below is an excerpt from the COOL HUNTING profile.
Photographer Paul Tellefsen constantly discovers new treasures and creative inspiration in his hometown by roaming the streets and connecting with people—something easily handled in the all-new 2020 Range Rover Evoque from Land Rover. Tellefsen, who grew up in Dallas, believes the key to the city’s ever-evolving and dynamic quality is similar to that of the city-focused compact SUV itself,
“Any time you pursue a new creative endeavor, there’s this responsibility to let go of what was before in order to embrace the new thing. And that’s what Land Rover has been able to do: honor the legacy of the Evoque while embracing this new iteration”
— PAUL TELLEFSEN
This strong sense of exploration and curiosity means that there’s always something new to be found in Dallas—a city that Tellefsen says will never idle. “It’s not about getting to the finish line, it’s about respecting the journey,” he says. With that philosophy in mind, we traversed the Texan city together to find architectural gems, remarkable food and community-focused spaces along the way.