Way back during my Swirl days, I had the pleasure of working on the eBay Motors account. My favorite project from the time was the booth I helped create for the Los Angeles Auto Show. This is a big show. Very big. (Side note: the car I bought in 2021—a Toyota RAV4 Prime—debuted at the LA show in late 2019.) For the 2012 show, eBay Motors had what might be described as an unusual booth area. It was on the lower level, sort of tucked under the level above, with two pillars dividing it. But in looking at the space, it immediately became obvious (to me at least) that this was the perfect structure for a three-bay garage, each of which could be themed to speak to a different segment of auto enthusiast (racing; vintage; average consumer).

I kept the messaging simple—Welcome to the eBay Garage—and the art team did an amazing job with the three spaces, adding the sections of different garage door styles to the tops, and then populating them with parts and memorabilia to speak to each audience segment. The photography here may not be totally pro, but it gets the idea across. In the end, the show organizers praised the booth as the best use of the space they’d ever seen. For the project, I helped provide strategy, led concept development and the client presentation, of course wrote copy and even chipped in some art direction.