Motion, Energy, Optimism & David Bowie
The Dust has Settled
on the biggest and best OPTIMA Unleashed at SEMA 2024, and it’s time to reflect on not only the event but on how Morning Walk’s drive to build Performance Branding Ecosystems along with its credo of Motion, Energy and Optimism plotted the road map of our journey. And my experience this year was singular, with a particular spark moment, but more on that in just a bit.
Here we are, celebrating our one-year anniversary. We have come a long way in our journey. We are all working together as a well-coordinated team — OPTIMA Unleashed is a testament to that — each with our own roles and responsibilities yet coming together as one to amplify brand engagement, capture valuable consumer data and help serve as a communication platform to aid clients and consumers achieve a deeper relationship. It’s all part of the Performance Branding Ecosystem, and for OPTIMA, it all culminated at SEMA.
So, here’s the moment … while I was setting up for my next shot, music filling the air … David Bowie’s Changes came on the loudspeakers. How appropriate! Bowie was a creative alchemist with the unique ability to transform, adapt, evolve and connect with fans and work with partners/collaborators. Weren’t Bowie and Morning Walk inherently similar? A lot of Changes at MW in the last year, and there it was … BOOM! My mind was blown. Was it the smell of burnt rubber from spinning tires, or was this some sort of Moonage Daydream? One of my rock Heroes had the same qualities and attributes as Morning Walk and my team members.
Morning Walk is a boots-on-the-ground, get our hands dirty in service to the client agency. It was no different with SEMA. Passion and energy vibrated among our team members and partners. It all started at home with the crew in Milwaukee where Liz, Phil, and Lisa had a few Drive-in Saturdays to complete all the last-minute production requests before the big show. Dedication enough to keep us rolling to SEMA.
There, I watched my cohorts put our performance-driven culture into action. Mike Rastas oversaw every detail of OPTIMA Unleashed; his ability to see the big picture and manage each detail is unmatched. He was the Starman of the week-long activation at the Bronze Lot. Seeing two of our younger team members, Abbey Ireton and Rob Wolfe, manage ride along processes, schedules, drivers and influencers while staying flexible and getting the job done at the highest level while Under Pressure, well, let’s just say it was awe-inspiring. There was definitely Modern Love for OPTIMA’s new Sparky logo, courtesy of Ender Camacho, as it made splashy appearances on apparel and all the livery vehicles. Capturing the Sound & Vision for OPTIMA’s social channels with the highly equipped Jake Youngman and Mark Kostas … what a pleasure! And who was Dancing in the Street because of all the excitement around this well-orchestrated event? None other than Steve Fernald, the VP/Director of Client Services.
Everywhere I looked on the track, I saw crowds of enthusiasts: older, middle-aged, and Young Americans, eagerly anticipating the thrill of the next burnout from a drift car. At night, the Morning Walk team and partners even wrangled a 30-ft. mechanical fire-breathing Dinosaur, which was a Space Oddity in itself.
Business as usual? Don’t bet on it.
I could see the Golden Years of traditional advertising in the rearview mirror, as we burned Las Vegas rubber in today's fast, ever-changing business world and into the future. OPTIMA Batteries and their parent company Clarios, possess the innovation and drive to traverse this landscape, and I am grateful for the opportunity to work with them. Who knows?! Someday, they could build a lithium battery to sustain Life on Mars? You just never know.
And, so, after the Stardust settled and I’m doing my postmortem checklist, I’ve discovered how it was all fueled by Motion, Energy and Optimism. We created memories for enthusiasts and industry patrons (and ourselves), which not only amplifies the OPTIMA brand but serves as a bridge between brand and consumer. We also collected some meaningful data. We were the Performance Players, each playing a role within the Performance Branding Ecosystem, who put on an activation, all with goal of driving client growth. To that, I say, Keep ROCKIN’ ON!
About Tom Gorton
Tom Gorton, VP/Group Creative Director, armed with many skills in his creative tool kit, he’s strategic and insights driven, with a mind that comes up with innovative, creative solutions to business challenges. No matter the size of the business, he has created, crafted, and produced business-driving solutions and strategic content for clients. Name an industry and he’s worked it, from CPG and Food & Beverage to Automotive and Hospitality and everything in between. Skilled in brands, promotions, and B2B and B2C —he has moved the marketing needle for both agency and clients.
