Johnny Nguyen.
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Script · SPARQ · 2025

SPARQ (Pilot)

Reimagine The Relationship With Your Car.

The brief
This was very specific and a bold move to push the founder away from product features and not just tell but show the audience the importance of moments when SPARQ is needed most.
My role
Writer, concept, treatment
Spot 1 · As shotPlay ▸

01 · The treatment

It's not about road ride assistance. It's about feeling safe knowing someone's got your back. It's not about on-demand diagnostics. It's about those in between moments of doubt that creep in when and where you need the most confidence.

02 · Copy direction

  • Show, don't tell. No feature list.
  • Stay in the moment of doubt. Let SPARQ arrive inside it.
  • Human truths over technical capacities.

03 · The rewrites

  1. Road assistanceCut

    SPARQ: roadside help whenever you need it.

    Cut. A feature, not a feeling.

  2. On-demand diagnosticsCut

    SPARQ: know exactly what's wrong with your car.

    Cut. Still the product talking about itself.

  3. The momentFinal pick

    Someone's got your back.

    The company took a risk and released a technology without talking about any of the features.

04 · The final product

Reimagine The Relationship With Your Car.

05 · The metric

80 ft

Mark and treatment became the face of an 80 foot billboard that covered the West Hall of the Convention Center. The founder decided he wanted to build the whole brand arc of human truths not technical capacities.

01 · The script — sample

THE PRECURSOR

Most men have to feel like they've reached the top of the mountain before they propose. The introspection happens in solitude.

SPOT — I'M SO PROUD OF YOU

Mark sits in the driver's seat of a parked Range Rover, engine off. Night. The only light is his phone screen. A ring box rides in the center console.

TEXT FROM HER

"I'm so proud of you!"

MARK

His thumbs hover over the keyboard. He types nothing. He catches his own eyes in the rearview, then looks away. A beat of doubt, right where he needs confidence.

SPARQ

"You are READY…. for your trip."

END

He exhales. Sets the car in drive. The ellipsis says the rest — ready for the trip, and ready for what the trip is really for.

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