2022 Tesla | Drive with Pride
Debut of the Rainbow Model Y in Asia
Model Y hit record annual sales for a single Tesla model
Captured brand values through powerful visual storytelling
Challenge
Technology is often perceived as cold, complex, and distant.
The challenge: How do we bridge that emotional gap and build meaningful connections between people and technology?
Strategy
We reimagined technology as a vessel for human warmth.
"Technology begins with humanity" — because humans are innately communal beings, capable of projecting hope, empathy, and the desire for mutual good onto even the coldest machines.
Using humanity as the thread and technology as the needle, Favula wove emotional resonance into the Drive with Pride film series — revealing the softer, more connective side of innovation, where hearts recognize each other across digital interfaces.
Results
We elevated the value of electric vehicles by linking them to something greater — a shared emotional current that flows through all of us.
In doing so, we gave technology not just function, but meaning.
