As the Creative Director behind Dacia’s festive campaign, I had the opportunity to merge engineering ingenuity with the magic of Christmas. Partnering with renowned New Zealand artist Joseph Herscher, we designed a one-of-a-kind Rube Goldberg machine—a whimsical chain reaction that brought Dacia’s full range of miniatures (Jogger, Duster, Bigster, Sandero, and Spring) to life in a meticulously choreographed sequence.

More than just an intricate mechanism, this machine was a mechanical ballet, embodying Dacia’s philosophy of practicality, durability, and adventure. Each miniature car played a key role, showcasing that even in a complex world, there is beauty in simplicity and authenticity.

The campaign launched across Facebook, Instagram, YouTube, TikTok, and LinkedIn, reaching audiences in over 20 countries and generating over 20 million views. By blending creativity with engineering, we delivered a playful yet impactful celebration of the holiday spirit, reinforcing Dacia’s identity as a brand that embraces bold, unconventional ideas.