General Motors
Working on some of the largest auto brands in the world has provided me with opportunities to create, viral and memorable content on social. Whether it’s Chevy and its iconic bowtie logo, GMC and the famed Hummer or Cadillac with, well, being Cadillac, I’ve stretched my wings creatively in both writing, art direction and production for a family of brands that everyone recognizes.
cruisin’ the usa
This series celebrated the people behind the bowtie. We told the story of Pinky “Mr. Chevy” Randall, one of the biggest fans and collectors out there. His passion for the brand was unmatched. I wrote copy and scripted for the Pinky piece while helping to see production through and interviewing “Mr. Chevy.”
EquinoX EV Electric Juice
Some partnerships just make sense. This cool pact with upscale market Erewhon allowed us to create a custom juice flavor styled after the Equinox EV, available for a limited time at their Studio City, CA location. We crafted organic content, aligned with influencers and garnered earned media.
Revealing the
2024 chevy Traverse
With the Traverse going from glorified mini van to off-road SUV, I helped lead the team as we crafted the “Traverse Time Off” campaign to build buzz around reveal.
the stowflex tailgate
(Ft. Paws)
We took an unconventional approach (with help from the Detroit Tigers) to show how you can use the StowFlex Tailgate on the Chevy Colorado. This video remains one of the most-viewed piece of organic content on Chevy’s Instagram with 644K views.
wtf
No, lol, it’s not What the F*ck. The GMC Hummer was the vehicle everyone was talking about in 2022. This social/guerrilla marketing stunt promoted its Watts to Freedom feature with an eye-grabbing visual leading up to a media drive in Phoenix.
O suv
Every copywriter has “write a jingle” somewhere on their career bucket list. That’s O SUV for me. We put this song and video together in the span of three weeks in December 2021, filming overnight in downtown Detroit. I wrote the lyrics and post copy while helping to bring it to life on set.
match the trim
We look like zombies when we aimlessly tap through the stream of IG Stories on our phones. With Match the Trim, we made it fun by gamifying the Tahoe + Suburban.
We’re all creators
Content creation is evolving. Sometimes, you’re on set watching a monitor as a vendor brings your vision to life. Other times, you’re armed with an iPhone and a tiny mic. This is a smattering of lo-fi content for the age of authenticity on social.
Art Directors: Taylor Gabrish, Maegan Williamson, Ben Luckett, Emily Burke
Copywriters: Brady Fredericksen, Erin Townsend, Milan Sanghani,
Associate Creative Director: Devin Polaski
Creative Directors: Matt Zelley, Liz Newman, Joe Gielniak, Ryan Simpson