Poppy and The City

Meet Poppy, one of Cruise's favorite self-driving vehicles. Follow Poppy's journey to learn the streets of San Francisco, one neighborhood at a time.

Meet Poppy, a fan favorite of Cruise’s self-driving vehicles. From her very first drive, to delivering thousands of meals during the pandemic, Poppy’s journey is a love letter to San Francisco, one neighborhood at a time. She became a popular Cruise star with her own social channels, which quickly gained many loyal and loving followers. The character of Poppy was created to help make Cruise’s complex technology approachable, and easy to understand. Through Poppy’s voice, on her own channels, we were able to directly answer questions from customers, simplify complicated concepts, and prove local knowledge.

As Creative Director, I collaborated with Cruise’s in-house creative team to concept the idea for Poppy & The City, produced with the help of our awesome partners at Avocados and Coconuts. I was also responsible for developing the social strategy and content creation for Poppy's social channels.

CREDITS//
Creative Direction: Madeleine Maguire & Tom Parker
Director: Spencer Macdonald
Video Production: Avocados & Coconuts