When GM Chair and CEO Mary Barra announced the company’s bold vision of Zero Crashes, Zero Emissions and Zero Congestion, it gave the organization a powerful, unifying purpose—but it also sparked uncertainty. Employees around the world were asking: Is this achievable? What does it mean for my function? Will my role evolve?
To bridge that gap, we partnered with GM to develop “We See a Future,” a global culture-transformation program designed to help every employee understand their individual role in building GM’s future. We created a series of candid, documentary-style videos featuring leaders and employees who articulated what the vision means to them—while clearly outlining the steps, mindset and innovation required to achieve it.
The content resonated so deeply that the program quickly expanded beyond internal engagement. The videos, photography, and presentation materials were adopted across the company--broadcast nationally, featured in Board of Directors and investor presentations, embedded into talent acquisition efforts, and showcased across GM.com and owned social channels.
In total, we produced 10+ custom videos, lifestyle and portrait photography libraries, multiple presentation systems, and a suite of printed materials for university recruitment. Over the course of the program, employee confidence and sentiment toward GM’s future significantly increased, proving the power of connecting purpose to people.
To bridge that gap, we partnered with GM to develop “We See a Future,” a global culture-transformation program designed to help every employee understand their individual role in building GM’s future. We created a series of candid, documentary-style videos featuring leaders and employees who articulated what the vision means to them—while clearly outlining the steps, mindset and innovation required to achieve it.
The content resonated so deeply that the program quickly expanded beyond internal engagement. The videos, photography, and presentation materials were adopted across the company--broadcast nationally, featured in Board of Directors and investor presentations, embedded into talent acquisition efforts, and showcased across GM.com and owned social channels.
In total, we produced 10+ custom videos, lifestyle and portrait photography libraries, multiple presentation systems, and a suite of printed materials for university recruitment. Over the course of the program, employee confidence and sentiment toward GM’s future significantly increased, proving the power of connecting purpose to people.
"We See a Future" Anthem Video
"We See a Future" :60 PBS Spot
"Shoot for Perfection" Employee Testimonial Video
Leadership Video Series
"The Next Revolution"
"How We Win"
"Every Voice Matters"
"The Way Forward"
Leadership & Employee Photography
Talent Attraction
Credits:
- Concept by Jaime Perry
- Creative Leadership: Iain Lanivich
- Creative Director: Tony Kause
- ACD/Copywriter: Jaime Perry
- Sr. Art Director: Jonathan Candelaria
- Sr. Producer: Chris Coole
- Director: Tom Carleton
- Production & Post-Production: Mindfield
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