Budget
Budget is a car rental and sales brand. I came in as the senior freelance art director the agency called when a brief was too complex, too ambitious, or too far outside the playbook. The boundary-pushing work — the projects meant to break new ground and stretch the brand's language — landed on my desk.
Budget is a car rental and sales brand, handled by an agency that brought me in as a senior freelance art director. My role there had a specific shape: I was the one they called when a project was unusually complex, demanding, or meant to push the brand somewhere it hadn't been. The hard briefs — the ones built to break new ground and expand the visual language — came to me.The work ran end to end: from the initial creative solution all the way through execution, whether the final output was static, video, landing pages, or outdoor signage. Whatever the format demanded, I owned it from idea to delivery.What stands out about Budget isn't a single standout moment — it's that the briefs were extreme by default. Every one arrived already ambitious, and the job was to meet that bar consistently, across formats and channels, without letting the difficulty show in the final work.