"Flipping the Script on an Overproduced Category."
Helped build a long-running brand system that defined Chevrolet’s voice across broadcast, digital, and social, contributing to sustained growth over multiple years.
Impact
• 38 straight months of year-over-year sales gains.
• Car sales up 32%
• Truck sales up 24%
• Opinion up 16 points
• Consideration up 12 points
Honors and Awards
• One Show / Creative Effectiveness / 2020
• Effie / Bronze / Brand Renaissance / 2019
• Effie / Finalist / Brand Renaissance / 2018
• Effie / Bronze / Automotive / 2017
• Effie / Finalist / Automotive / 2016
Director: Zach Merck
"Turning a $5M PR Liability into a Global Cultural Asset."
Led a real-time cultural campaign that turned automotive messaging into a live digital conversation, generating 67M+ organic impressions.
"I don't just spend budgets; I manufacture earned attention.”
Honors and Awards:
• Cannes Lions / Gold / Rapid Response
• Cannes Lions / Silver / PR / Crisis
• Cannes Lions / Bronze / Media / Auto
• Clios / Gold / Integrated Campaign
• One Show Auto / Interactive
• One Show / Bronze / Integrated
• D&AD / Wood Pencil / PR Best Response
Press and Coverage
From "Social Activation" to "Category Kill"
Developed product storytelling that clarified complex messaging and drove a +33.9% performance lift against category competitors.
Chevy Silverado became the top trending truck of 2015 on Google. Sales leapt 33.9% vs. 4.8% for Ford.
Press and Recognition
• Adweek
• CNN
• USA Today
• Sports Illustrated
Honors and Awards
• Cannes Lions / Bronze / Activation
• Cannes Lions / Shortlist (x4)
• Effie / Bronze / Auto
• LIA / Silver / Social Media
• LIA / Bronze / Brand Content
• New York Festivals / 2nd Place / Branded
• Creativity A-List / Shortlist
Directed By: Zach Merck
Engineering a Cultural Hijack: The LEGO Batman Edition
Led integrated creative execution blending entertainment IP with automotive storytelling across multi-channel campaigns.
This wasn't a one-off spot. It was a multi-channel; across film, digital, social, and experiential (including a life sized LEGO Batmobile ).
We collaborated with Warner Bros. and LEGO to ensure the "Bat-voice" and "LEGO-logic" were pixel-perfect.
Contributed to a $300M+ global box office launch.
Honors and Awards
• Cannes Lions / Shortlist / Media
• Cannes Lions / Shortlist / Integrated
• Cannes Lions / Shortlist / Brand
• Cannes Lions / Shortlist / Promo
• One Show / Merit / Print & Outdoor
• One Show / Merit / Installations
• One Show / Merit / Brand Entertainment
• New York Festivals / Finalist (X4)
• AICP / Shortlist (X4)
• AICE / Best Visual Effects & Animation
• Creativity / Ad of the Day / Editor's Pick
• Epica / Gold / Product Integration
• Cresta / Silver / Promotions
Fun Insight: Batman isn’t just a character—he’s a cultural icon. And historically, that icon has often been powered by Chevy—from the Batmobile (1966 TV series) built on a Lincoln Futura with Chevy components, to later interpretations like the Batmobile (1989 film) and Batmobile (1995 film), which incorporated Chevrolet engines and parts.
Led brand transformation work, building a unified system across identity, messaging, and digital experience.
The Impact
3.1M impressions in the first three days.
5Xed existing KPIs by replacing product specs with cultural relevance.
Honors and Awards
Best of Show: Overall // Yay to You, Quantum Fiber
Best Copywriting // Yay to You, Quantum Fiber
Gold: Film, Video & Sound—Audio/Radio Advertising
Gold: Film, Video & Sound—Television Advertising
Gold: Cross Platform: Integrated Ad Campaigns
Gold: Elements of Advertsing—Art Direction
Gold: Elements of Advertsiing—Film & Video: Video Editing
Subverting the War on Drugs to Save Art Education.
We hijacked the 1980s/90s "PSA Industrial Complex" to create a Trojan Horse for the brand. By parodying the "War on Drugs" tropes, we transformed parental anxiety into a shared cultural joke.
Honors and Awards
The One Show (GOLD)
D-Show "Best in Show
Radio Mercury Finalist
America’s Import: Redefining Grit with Bob Dylan.
Led Super Bowl creative work that generated millions of views and achieved mainstream cultural visibility, including parody on Conan.
The Impact
Extended the reach of an iconic voice without compromising what made it iconic in the first place.
• National cultural relevance
• Significant brand lift and awareness
• Positioned Chrysler within a more emotional,
story-driven space
Press and Recognition
Conan O Brian Show
Honors and Awards
• Cannes / Finalist
• Archive Magazine / TV
• D Show / Best in Show
Directed By: Arnaud Uytennhove
Hijacking the Pink Carpet: The Barbie Dream EV Global Integration.
The Insight: Barbie didn't just start driving EVs; she’s been driving electric Corvettes since the 70s. She was the first "Early Adopter."
The Strategy: We didn't create an ad; we created a Life-Size Toy. By placing a 1:1 scale Blazer EV in a classic Mattel toy box on the pink carpet, we turned a car launch into a viral photo-op that felt native to the Barbie universe.
The Reach: Embedded the Blazer EV into a billion-dollar
global phenomenon.
The Exposure: 100M+ viewers worldwide.
The Efficiency: Positioned the brand at the epicenter of the year's biggest cultural moment without it feeling like a 'car commercial.
Developed the core brand tagline for Warrior, which remains in use more than 15 years later as part of the brand’s identity system.
100 Years of Grit: How to Embrace a Century of Brand Heritage.
Celebrating a centennial isn't just a look back it’s a way to validate the future. In a category where "new" is everything, we chose to embrace "the old." We wanted to prove that the grit required to build a truck in 1918 is the exact same grit required today.
The Insight: Innovation changes, but dependability is timeless. To celebrate 100 years, we didn't need a history lesson; we needed a reminder that Chevy has been the backbone of the American road and hard work for a century.
The Strategy: A multi-channel narrative that bridged 100 years of dependability. We created a series of cinematic executions that brought the "then and now" into a single, seamless brand story.
This project was a masterclass in Visual Transition and Editing. We treated the 100-year legacy as a modern production, using modern craft ensure the heritage felt as modern as the latest model.
The Creative Direction: I led the vision for a suite of spots that blended archival-style footage with modern, high-definition cinematography.
The Scale: This was a high-frequency, cross-platform rollout designed to hit TV, Cinema, social, print, OOH, and Digital simultaneously, creating a unified "wall of heritage" for the brand.
The work didn't just celebrate a birthday; it swept the industry’s most prestigious craft awards.
The Craft Recognition: Awarded One Show Merit for Moving Craft and ADC Bronze for Television. It also took home multiple awards for Editing and Cinema across the Clios, Cresta, and LIA.
The Impact: Reinforced Chevy's position as the most dependable truck on the road, turning a milestone anniversary into a sustained lift in brand trust and consideration.
The "Best in Show": Recognized as Best in Show at the D Show, cementing its status as the definitive creative benchmark for the brand's centennial.
Honors and Awards
• One Show / Merit / Moving Craft
• Art Director’s Club / Bronze / Television
• Art Director’s Club / Merit / Editing
• Clios / Shortlist / Video
• Cresta / Bronze / Cinema
• LIA / Bronze / Editing
• New York Festivals / 2nd Place / Craft
"Engineering an Always-On Content Engine with Rupert Sanders."
We built a 90-day production system, collaborating with Rupert Sanders to capture a modular asset library. This allowed us to maintain a consistent high-craft 'vibe' across TV, social, and digital simultaneously.
Directed campaign work connecting financial services branding with regional sports culture across Saints and LSU platforms.
By shifting the focus from branding to participation, we created a program that resonated with fans and reinforced the bank’s role in the region. The work combined live experiences, content, and storytelling to build a more authentic connection with the audience.
To launch the all-new Silverado, we didn't want to just be in the conversation; we wanted to be the conversation. In a world of fragmented media, we chose to consolidate utilizing a visual takeover of America's most iconic publishers.
We didn't just place ads; we engineered "Editorially-Native" moments. Whether it was a high-tech breakdown for a science magazine or a rugged lifestyle spread for an outdoors title, the Silverado was framed front and to appear front and center.
The Results
Industry Accolades: Awarded the 2019 Communication Arts Award of Excellence and D-Show Best of Print.
The takeover resulted in a massive spike in brand awareness and consideration, proving that traditional media still has "stunt-level" power when used with modern architectural thinking.
Honors and Awards
• 2019 Communication Arts Award of Excellence
• 2019 D-Show Best of Print
After years of the highly successful "Real People. Not Actors" platform, the brand needed to evolve. We had built trust; now we needed to build emotional resonance. The goal was to take the core promise of "Find New Roads" and translate it into beautiful human stories.
"Mom, Video Game" (Dir. Brian Buckley): A study in understated, high-stakes human emotion. We leaned into Buckley’s legendary ability to find the "soul" in the everyday.
"Safe Place" (Dir. Rachel McDonald): Focused on the intimate, protective nature of the vehicle, using McDonald’s poetic visual style to redefine what "safety" looks like.
"Flex" (Dir. Jim Jenkins): Jenkins brought his signature comedic timing and visual wit to show the more dynamic, spirited side of the brand.
"Future Flashes" (Dir. Lloyd Lee Choi): A forward-looking, high-energy piece that bridged the heritage of the brand with its tech-driven future.
The Cultural Ripple (The Results)
Brand Cohesion: Successfully transitioned one of the world's most recognizable campaigns into a more elevated, space without losing market share or brand equity.
Production Excellence: The campaign served as a new benchmark for the "Find New Roads" platform, proving that high-craft storytelling is the ultimate tool for long-term brand growth.
Auditory Hijacking: From Motown Soul to The Art of the Prank.
High-concept audio is the ultimate test of a writer's "voice." Whether it's the high-craft storytelling of the Motown Museum or the disruptive, unscripted energy of a Prank Call, these projects prove you can capture an audience without a $10M visual budget.
Motown
2019 Radio Mercury Award Finalist x4
• ”Born” - (Radio Commercial)
• ”Motown Museum” - (Radio Campaign)
• ”Play Motown” - (Radio Commercial)
• ”Play Motown” - (Creative Use of Sound/Music)
D-Show Awards
• 2019 D-Show — Radio — “Born”
• 2019 D-Show — Radio “Play Motown”
Prank Calls
• CLIO / Bronze / Radio Campaign
• Radio Mercury Award Winner
Launching an EV isn't just about a new engine; it’s about a new aesthetic. In a category filled with cold, CGI-heavy "future" tropes, we chose to go the opposite direction. We wanted to introduce the Blazer EV as a piece of modern design that you could touch, feel, and experience in the real world.
The Insight: Digital futures feel distant. Practical ones feel inevitable.
The Strategy: We moved away from traditional car-on-a-track filming and treated the pre-launch as a high-art gallery opening. We built a series of massive, modern sculptures to showcase the vehicle's design language in a way that felt permanent and deliberate.
The Execution (The Practical Flex): This was a masterclass in Practical Production. We partnered with director Ben Tricklebank to create an environment where the car didn't just sit in a scene—it occupied a work of art.
The Builds: Instead of using green screens, we designed and constructed large-scale, physical sets that used geometric shapes, light, and shadow to accentuate the Blazer’s lines.
The "Stage" Philosophy: To prove the Equinox EV's versatility, we transported it across various American landscapes—all without ever leaving the practical stage. We used physical textures and modular set design to create an immersive "world" that felt more authentic than any digital rendering.
The Cultural Ripple
The Aesthetic Shift: Successfully positioned Chevy’s EV lineup as a premium, design-forward choice, moving the brand narrative beyond just "utility" and into "innovation."
Engagement at Scale: The visual-first approach drove massive engagement across digital and social, providing a high-craft "teaser" that built significant anticipation for the global rollout.
The "Maker" Narrative: By choosing practical builds over CGI, we created a behind-the-scenes story that resonated with design-conscious audiences and industry craft-watchers alike.
