Making car parts
matter to everyone.

The Brief

Unless you're a mechanic, you probably don't think about what goes into your car very often. Federal-Mogul wanted to change that. They asked us to find a way to get mechanics, DIYers, and the regular joe to care about the parts in their vehicle.

The challenge: automotive parts are genuinely unsexy to most people. The solution: humor. We created a humorous digital campaign that reminded people — in a way they'd actually enjoy — that what you put in your car matters.

What I Did

Wrote display ads across Federal-Mogul's portfolio of brands, including MOOG, Champion, Wagner, and Fel-Pro — each with their own voice and audience, from professional technicians to weekend warriors.

Created infographic-style editorial articles designed to educate technicians while keeping the tone accessible and engaging. The goal was to build trust with the professional audience without losing the casual reader.

Contributed copy to the Parts Matter microsite — a campaign hub that brought the humor to life through interactive content, brand storytelling, and product education.