Vehicle debuts usually belong at auto shows, while breakthrough tech launches at places like CES, SXSW, or E3. But the Chevy Bolt EV wasn’t a typical vehicle. As the first all-electric car designed for the mass market—offering 200+ miles of range for under $30K—it demanded a reveal that signaled a major technological leap.
We partnered with Chevy to develop an award-winning, tech-forward reveal campaign that reframed the Bolt EV as a genuine innovation story, positioning Chevy directly inside the Tesla conversation—and in many cases, ahead of it.
The integrated program generated massive global attention, ultimately elevating Chevy’s credibility in the EV space and establishing Bolt EV as a breakthrough electric milestone. I led all content creation supporting the reveal program—from storytelling strategy to video and editorial development.
Highlights:
Awards:
We partnered with Chevy to develop an award-winning, tech-forward reveal campaign that reframed the Bolt EV as a genuine innovation story, positioning Chevy directly inside the Tesla conversation—and in many cases, ahead of it.
The integrated program generated massive global attention, ultimately elevating Chevy’s credibility in the EV space and establishing Bolt EV as a breakthrough electric milestone. I led all content creation supporting the reveal program—from storytelling strategy to video and editorial development.
Highlights:
- 18K+ articles worldwide (nearly 8,000 directly referencing Tesla)
- 3.6K+ broadcast stories
Awards:
- 2018: PRWeek Awards “Best in Technology” Winner
Case Study Video
Chevy Bolt EV — “Making a Bolt EV” Launch Video
When the Bolt EV was first revealed at CES 2016, GM CEO Mary Barra made a bold commitment: the vehicle would be available to customers within the same year. This strategic promise drew a sharp contrast with Tesla’s repeated missed production deadlines, subtly highlighting Chevy’s unmatched manufacturing discipline.
To reinforce that message, we created the “Making of Bolt EV” video—an inside look that juxtaposed Chevrolet’s deep manufacturing expertise with the advanced technology powering the Bolt EV. The film showcased the precision, scale, and innovation behind the vehicle’s development, underscoring that Chevy could deliver both breakthrough tech and on-time production.
The video launched alongside the announcement of the first customer delivery in December 2016, validating the promise made at CES and cementing Chevy's credibility as a serious EV leader.
To reinforce that message, we created the “Making of Bolt EV” video—an inside look that juxtaposed Chevrolet’s deep manufacturing expertise with the advanced technology powering the Bolt EV. The film showcased the precision, scale, and innovation behind the vehicle’s development, underscoring that Chevy could deliver both breakthrough tech and on-time production.
The video launched alongside the announcement of the first customer delivery in December 2016, validating the promise made at CES and cementing Chevy's credibility as a serious EV leader.
Creative Credits:
- Concept, Script & Creative Leadership: Iain Lanivich
- Creative Director/Art Director: Tony Kause
- ACD/Copywriter: Jaime Perry
- Producers: Chris Coole & Tom Shea
- Director: Keenan Wetzel
- Production: We The People
- Post-Production: Hiatus
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