Tesla

Tesla issued its first-ever advertising RFP, inviting agencies to define how the brand should speak publicly for the first time.

I led the strategy, concept, and execution of Proof, a campaign rooted in the belief that confidence doesn’t need volume. Where others narrate progress with spectacle, Tesla lets facts, performance, and outcomes do the talking. It’s a restrained, self-assured approach that reflects the brand’s belief in building the future rather than announcing it.