Honda;
Return of the Fit
Advertising Design · 2026
2026 ADDY Silver Winner - Regionals
2026 Student OBIE Awards - Finalist
2026 ADDY Silver Winner - Regionals
2026 Student OBIE Awards - Finalist
The problem
Honda discontinued the Fit in North America in 2021, leaving a gap for drivers who want something small, efficient, and full of personality.
This campaign imagines its return, built for Millennials and Gen Z adults who are done with oversized SUVs and ready for a car that punches well above its weight class.
This campaign imagines its return, built for Millennials and Gen Z adults who are done with oversized SUVs and ready for a car that punches well above its weight class.
The Insight
Most car campaigns sell aspiration through speed or luxury. The Fit needed a different angle — something that made the car's personality undeniable without ever taking itself too seriously.
Most car campaigns sell aspiration through speed or luxury. The Fit needed a different angle — something that made the car's personality undeniable without ever taking itself too seriously.
The Solution
The idea clicked when taking into account why I personally loved my 2008 Honda Fit. Not having to spend $50+ on a tank of gas, being able to parallel park with ease. You get the idea. Sometimes bigger ain’t better.
The idea clicked when taking into account why I personally loved my 2008 Honda Fit. Not having to spend $50+ on a tank of gas, being able to parallel park with ease. You get the idea. Sometimes bigger ain’t better.
What I Learned
Committing to the environment as the hero made every headline, layout, and color decision easier.
When the concept is that clear, the design almost directs itself.
Committing to the environment as the hero made every headline, layout, and color decision easier.
When the concept is that clear, the design almost directs itself.
Final Work