Who Are You This Summer? was a major brand campaign created to reintroduce Thrifty Car Rental to the South African market, giving the brand a more fun, humorous and culturally relevant personality while connecting with a younger audience. The campaign centred around the idea that a Thrifty rental gives you the freedom to be whatever version of yourself you want to be - from the City Blazer and Highway Hero to the Roadtripper or Pathfinder. As one of two people leading the campaign process, I was involved from the initial concept and campaign development through to execution. The campaign name, Who Are You This Summer?, was my concept, and I took the lead on the creative direction and production across multiple touchpoints, including TV, Reels, static social content and digital advertising. I also contributed to content planning and strategy, ensuring the campaign translated consistently across platforms while maintaining Thrifty’s playful, humorous and trend-led personality. A key part of the creative approach was experimenting with a mix of stock imagery, video and AI-generated imagery and video. While AI remains a controversial tool within the creative industry, we used it intentionally as a playful creative integration, helping us create unexpected, humorous visuals and push the campaign beyond more traditional car-rental advertising. Alongside the campaign creative, I was responsible for managing and updating the Thrifty website to align with the summer campaign, ensuring the campaign experience continued beyond social and advertising touchpoints. The campaign ultimately aimed to shift perceptions of Thrifty from simply being a car rental brand to one that understands the different ways people want to experience summer, travel and South Africa.