Revealing America’s supercar — the All-New Corvette Z06, home to the most powerful naturally aspirated V8 in automotive history — demanded an approach as iconic as the vehicle itself. To honor that legacy, we created a twenty-six-minute docudrama that blended cinematic driving vignettes with documentary-style interviews featuring Corvette superfans and the passionate team behind the Z06. And, just like any premium film, we built anticipation with a theatrical trailer that aired during Game 1 of the World Series. The launch was fueled by a buzz-driving pre-reveal campaign, original content that dominated news cycles, and strategic influencer activations that ensured our audience was engaged well before the main event.​ See the press release.

Awards:

• 04/2023: Webby Awards – ​Nominee: Advertising, Media & PR, Best Launch
• 06/2022: The D Show (Adcraft Detroit) – Finalist/Silver: Best of Branded Entertainment
• 05/2022: PRWeek Brand Film Awards – Winner/Gold: Automotive
• 05/2022: PRWeek Brand Film Awards – Shortlist: Cinematography

Featuring Devin Booker and Emelia Hartford. See IMDB entry.

8/20/21 "Save the Date"
(confirmed reveal date and showed camo'd car; timed with 24 Hours of Le Mans)

10/20/21 "Tune In"
(confirmed reveal details) 

How do you introduce the most game-changing off-road pickup Chevy has ever built? You hack a football game watched by 26 million people. During the NFL season opener on NBC, we partnered with the network’s own sideline reporter, Michele Tafoya, to “host” a segment featuring the All-New Silverado ZR2 on a series of adventures with well-known Chevy truck owners.

Using authentic NBC-style graphics and sportscast-style editing, our ZR2 commercial was nearly indistinguishable from the broadcast itself. From boating with NASCAR champion Chase Elliott to performing on stage with platinum-selling artist BRELAND, from ranching with Chris Pratt to off-roading with champion driver Chad Hall, we showcased how the Silverado ZR2’s capability fits a wide range of lifestyles and passions. The result made one thing clear: whether you’re on the road or off, the first-ever Silverado ZR2 is the playmaker everyone wants on their team.

​In addition to its primetime debut, the fully integrated campaign extended across Chevy channels, talent platforms, earned media, and internal communications—making the Silverado ZR2 Relay a true cross-channel launch moment.

Featuring Michele Tafoya, Chris Pratt, Chase Elliott, BRELAND and Chad Hall.

Safety Technology with Chris Pratt

Design with BRELAND

Towing with Chase Elliott

Off-Road Performance with Chad Hall

The 2021 Cadillac Escalade marked the debut of the most extensive update to Super Cruise since its introduction. Research showed that 85% of people who tried Super Cruise wanted it in their next vehicle—so our challenge became clear: get luxury buyers to simply try driving hands-free. But asking someone to take their hands off the wheel goes against one of the cardinal rules of driving, which meant earning their trust was everything.

Our idea: show some of America’s favorite celebrities taking that leap. By watching familiar, trusted personalities experience hands-free driving for the first time, viewers would feel more confident—and more curious—about trying Super Cruise themselves.

Highlights:

• 101M+ impressions
• 62M+ YouTube views
• 5M+ estimated earned reach (150+ broadcast clips, 150+ online stories)
• 2% increase in favorability for Super Cruise
• 109 unique pieces of content produced

​Beyond the numbers, the campaign achieved what mattered most: breaking into non-automotive, pop-culture media. Outlets like Dujour and ExtraTV—known for celebrity, fashion, and trend coverage—were suddenly talking about Cadillac and Super Cruise. And that was exactly the shift we set out to create.

Awards:

• 06/2022: Shorty Awards – Finalist: Influencer & Celebrity Brand Partnership / Multi-Platform Partnership
• 06/2022: The D Show (Adcraft Detroit) – Finalist/Silver: Best of Public Relations
• 04/2022: Webby Awards – Honoree: Best Influencer Endorsement
• 03/2022: MediaPost Marketing Automotive Awards – Winner: Best Viral Marketing Campaign or Execution
• 02/2022: N.A. SABRE Awards (PRovoke Media) – Winner: Best of Automotive

Most truck advertising looks the same — cue the farm scene, a flannel-wearing guy, and some lumber being tossed into a truck bed. To break through to a younger audience and highlight the lifestyle that comes with driving a Silverado, we partnered with viral TikTok artist BRELAND to create a series of music videos built around a reimagined version of his platinum hit “My Truck.”

Working closely with BRELAND, we ensured each video showcased a different Silverado model and the unique ways it could elevate your life. The campaign didn’t just outperform TikTok’s benchmarks — it blew past them — and quickly drew attention from major entertainment outlets, becoming one of the most buzzworthy Chevy campaigns in recent years.

Highlights:

• 112M+ video views (69M first-day impressions)
• 36% higher average watch time than TikTok’s benchmark
• 35,000 user-generated TikTok videos
• 15% engagement rate
• 178,000 followers gained on TikTok
• 4x above the Kantar norm for ad recall
• 2x above the Kantar norm for brand favorability

Awards:

• 06/2022: The D Show (Adcraft Detroit) – Winner/Black: Best of Digital
• 06/2022: The D Show (Adcraft Detroit) – Finalist/Silver: Best of Branded Entertainment
• 06/2022: The D Show (Adcraft Detroit) – Finalist/Silver: Best of Creative Use of Media
• 05/2022: Shorty Awards – Finalist: Industry / Auto
• 02/2022: N.A. SABRE Awards (PRovoke Media) – Finalist: Industry Sector / Automotive

Silverado Trail Boss (off-road)

Silverado Midnight Edition (nightlife)

Silverado Custom (performance)

Credits:

• Creative Leadership: Iain Lanivich
• Group Creative Director: Tony Kause
• Sr. Art Director: Ashley Ruen
• Sr. Copywriter: Kelsey Webster
• Sr. Producers: Tom Shea & Nate Kostegian
• Workhorse: Nikki Mikolon
• Production: Revolution Pictures
• Executive Producer: Randy Brewer
• Director: Sean Davé

In 2017, GM Chairman and CEO Mary Barra announced a vision of Zero Crashes, Zero Emissions, and Zero Congestion. As the planned opening keynote speaker at the 2021 Consumer Electronics Show (CES), her goal was to provide an update--but the pandemic forced the entire conference to go virtual. Rather than rely on a pre-taped keynote, we created “Exhibit Zero”, a fully integrated virtual experience designed to provide media, consumers, and employees with all the information needed to believe this vision was attainable.

Over the three-day event, we released 30+ videos featuring GM leadership keynotes, panels, and tech influencer + SME interviews. The results were remarkable: GM stock reached an all-time high, increasing 17% (Yahoo Finance), while market cap grew by $12B (CNBC). GM.com saw daily average visits rise 57%, ExhibitZero.com logged 140K visits, and GM’s electrification visibility across social media increased 220%, with positive mentions up 43%.

Although GM’s “EVerybody In” brand campaign officially launched at CES, it was first seen publicly via Will Ferrell’s “No Way Norway” Super Bowl commercial, and the viral pre-game banter with the country of Norway, amplifying awareness for the campaign.

Awards:
General Motors: “Exhibit Zero” Virtual CES Activation & “EVerybody In” Brand Campaign
Associated with Weber Shandwick (Our team led creation of the 30+ video keynotes, panels and influencer + subject matter expert interviews that filled the Exhibit Zero experience. We also led social and influencer strategy and creative.)
Lead Agency: McCann Detroit

• 03/2022: PRWeek Awards – Winner: Best in Technology “Exhibit Zero”
• 06/2021: Cannes Lions – Shortlist: Creative Strategy / Products & Services
• 06/2021: Cannes Lions – Shortlist: Creative Strategy / Brand Strategy
• 06/2021: The One Show – Finalist: Integrated/Brand Transformation
• 06/2021: The One Show – Shortlist: Creative Effectiveness/Single Country/Consumer
• 06/2021: The One Show – Shortlist: Integrated/Innovation
• 06/2021: The One Show – Shortlist: Integrated/Branding Campaign
• 06/2021: The One Show – Shortlist: Sustainable Development Pencil
• 06/2021: The One Show – Shortlist: Green Pencil
• 06/2021: The D Show (Adcraft Detroit) – Finalist/Silver: Best of Branded Entertainment
• 05/2021: Webby Awards – Finalist: Virtual or Remote / Best Festival or Conference “Exhibit Zero”

General Motors: "No Way Norway" Super Bowl Campaign ft. Will Ferrell
Associated with Weber Shandwick (Our team led creative/strategy/execution on PR and Social Media; responsible for engaging the country of Norway into the conversation and dropping Will's halftime entertainment on GM's Twitter.)
Lead Agency: McCann Detroit

• 06/2022: The D Show (Adcraft Detroit) – Winner/Black: Best of Branded Entertainment
• 03/2022: PRWeek Awards – Winner: Best in Influencer Impact

When William Clay Ford, longtime owner of the Detroit Lions, passed away on March 9, 2014, we created a tribute campaign that honored both his legacy and his deep, personal connection to the team. Throughout the 2014–15 season, players wore a custom WCF jersey patch inspired by elements of the original Honolulu Blue and Silver striped logo from the 1960s—his favorite era of Lions design. The emblem also appeared across stadium signage as a unifying visual of remembrance.

To commemorate his impact on the franchise and the NFL, we developed a tribute film that debuted during a formal ceremony at the Monday Night Football season opener at Ford Field on September 8, 2014. Narrated by Jeff Daniels, the film featured reflections from Barry Sanders, Charlie Sanders, Bill Ford Jr., Roger Goodell, Jerry Jones, Doug English, and Tom Lewand. It concluded with musical notes from the team’s signature fight song, “Gridiron Heroes,” and a closing message calling fans to continue marching “Forward Down the Field.”

​The film later appeared at the Pro Football Hall of Fame, ensuring the legacy of William Clay Ford lived on far beyond the season.

Following the launch of the One Pride brand platform, the second year of the campaign focused on evolution. With bankruptcy finally behind the city of Detroit, we shifted the visual language away from the cityscape and built a more powerful, symbolic foundation. Stone lions became the core imagery—representing both the team and the community as proud, powerful members of the pride—while a blue storm underscored the collective fight shared by players and fans alike.

A key objective was to bring authentic elements of Lions culture to life. The theme “Defend the Den” became the rallying cry for all home games, woven into ticket collateral, advertising, and even featured prominently on the front of Ford Field. (Design direction by Brett Warkentien.)

At its heart, the campaign brought the brand’s message full circle: We are One Pride, and together we Defend The Den. Go Lions!

​Design direction by Brett Warkentien.

Player Introduction Video

Pre-Game Hype Video

Preseason Teaser :15

After a difficult 2012 season, the Lions were looking for a way to rally their fans, while the city of Detroit was on the verge of declaring bankruptcy. We needed a platform that could energize and unite Detroiters. Our insight was to tap into the deep affinity Lions fans have for both their team and their city. We didn’t need to create a conversation — we just had to give shape, tools, and direction to one that was already happening.

The idea was simple in both concept and execution: if we all work together, we can restore greatness to our city and our team. And that simplicity became its power: One Detroit. One Pride.

It wasn’t just a campaign for a sports team; it was a call to arms for an entire city — placing a recognizable symbol at the center of Detroit’s indomitable spirit. It put the city at the heart of the message and used the Lions’ trademark Honolulu blue to drive the point home. It gave people something to belong to.

​The concept was fully integrated across broadcast, print, collateral, in-stadium, digital, and social. The conversation exploded across social platforms, and #OnePride began appearing on bridges and iconic Detroit landmarks.

Highlights:

• The NFL asked the Lions to showcase the campaign at the league owners meeting as a model for modern team marketing
• In 2014, #OnePride surpassed generic tags like #DetroitLions across major social platforms
• Nike One Pride T-shirts became the top-selling featured item at the Detroit Lions Pro Shop and online store
• The platform endures — running from July 2013 to the present, with no plans for retirement​

Awards:

• 12/2014: The D Show (Adcraft Detroit) – Finalist: Print / Out-of-Home, "One Pride" Stadium Tunnel

Credits:

• Creative Leadership: Iain Lanivich
• Art Direction & Design: Brett Warkentien
• Copywriting: Jason Danielewicz
• Account Management: Dave Munson
• Production/Post-Production: Digital Image Studios