CRUISE

POPPY 


The data is clear. Humans are much more dangerous than self-driving robotaxis. But data rarely changes hearts or minds. And when it comes to robots, most people will assume Terminator intentions unless they see R2D2 behavior. So that’s what we did.


Meet Poppy.


LAUNCH

Inspired by lovable machines like Herbie and WALL-E, we introduced Poppy via a 3 minute short film. In it, she journeys from untrusted neophyte to endearing and helpful member of the community. Poppy & The City features an original score by composer Kyle Rodriguez and music by the White Stripes. Multiple 15 and 30 second cutdowns ran across paid social, digital, and streaming TV.

Poppy & The City // Short Film

SOCIAL CHANNELS

Poppy launched her own social channels on Instagram and TikTok as Cruise's official spokesvehicle. Over the following 18 months she posted a variety of themed content, including basic AV education, local SF culture, and guest rides with VIPs and influencers.

Poppy meets the Say Hey Kid

@poppytheav

Partnership with @fashionbyally

Partnership with @stayreddy