Mobil 1 Annual Protection promised up to 20,000 miles between oil changes. To turn skepticism into proof, I led the design and creative execution of a four-month, 20,000-mile road test across 48 states. Every 5,000 miles, we pulled and tested oil samples, documenting real-world performance and ultimately proving the product delivers.

We developed a social-first campaign to respond in real time to skeptics, concepting, writing, and directing content that brought the road test to life. This included a “Mean Tweets”-inspired video featuring a Mobil 1 engineer and ongoing road-trip updates captured with 360° GoPros. Key pit stops with Kevin Harvick, Anthony Davis, and Casey Webb extended the story through live activations and real-time content, transforming a bold claim into a documented demonstration.