Every commercial business and government agency has its own unique needs—which means they need the power to choose the vehicles that best support their goals. Anchored in the strategy “No Matter the Business, We Have the Power for You,” this integrated campaign showcased the full range of gas, diesel, hybrid, and all-electric options across Ford’s Class 1–7 commercial trucks and vans, proving that Ford Pro has a solution for every kind of work.

To bring the creative idea “The Power Is Yours” to life, we developed a full-funnel campaign that included broad awareness, segment-specific, and product-specific content. This approach allowed us to target and re-target prospects with the vehicles most relevant to their operations, ensuring every business saw the power that fit their needs.

Awards:

• 06/2024: The D Show (Adcraft Detroit) – Shortlist: TV/Video/Moving Picture Non-Broadcast Under :60

Small business owners and fleet managers often face insurance claims and endless “he said, she said” disputes about what happens on the road. When Ford Pro introduced its Dashcam as part of its telematics software, the goal was to demonstrate its value in a way that fleet drivers would embrace, not resist.

Strategy: Your Business Succeeds When You Have More Eyes on The Road
Creative Idea: 2 Sides to Every Story

The campaign leveraged user-generated dashcam footage paired with driver voiceovers explaining what happened. This approach added levity while showing that there are always two sides to every story: the version you hear, and the version the dashcam recorded. Using humor to break through the clutter in the B2B space, the campaign highlighted how the Dashcam helps validate good drivers, maintain productivity, and protect fleets from unexpected incidents—or even that random deer crossing the road.

​Awards:

• 06/2024: The D Show (Adcraft Detroit) – Finalist/Silver: B2B Campaign

We knew most van lifers try to save time and money by customizing their vehicles themselves. That works fine for interior finishes — but lifting a van for bigger tires or cutting a hole in the roof for a fan can create major problems. From disrupting safety sensors and camera calibrations to voiding warranty repairs, DIY modifications often introduce risks that new adventurers never anticipate.

With the Transit Trail, our engineers handled the hard stuff so customers could focus on the fun stuff. So for the reveal campaign, we put those real van-lifer insights front and center. The result was a fully integrated launch across paid, owned, and earned channels, brought to life through close collaboration with teams and agency partners across the Ford ecosystem.

In just over two years, a dedicated team of General Motors employees were tasked with changing the automotive world forever. We felt the best approach was to document the entire journey so their story could be told. The film premiered on the HISTORY channel and made available via Hulu and YouTube. See the press release.

Awards:

• 04/2023: Webby Awards – Honoree: Advertising, Media & PR, Branded Content
• 12/2022: PRWeek U.S. Awards – Finalist: Best Brand Film (Winners to be announced 3/16/23)

See listing on IMDB.

Ford Pro is a global business unit within Ford Motor Company dedicated to helping commercial customers of all sizes electrify their fleets, boost productivity through software solutions, and lower total cost of ownership. When I joined Ford, there wasn’t even a finalized logo—so I’ve been involved in every aspect of bringing this brand to life, from strategic positioning to full-scale launch.

To establish Ford Pro as both an automotive and technology brand, we took inspiration from entrepreneurial culture. When a new business needs help defining itself, it goes to an incubator. But when an established business wants to reach its next stage of growth, it turns to an accelerator. Through the lens of productivity, that’s exactly what Ford Pro represents for commercial fleets: “A productivity accelerator for your business.”

The brand launch encompassed everything from foundational brand strategy, identity, and guidelines to a full digital campaign and a complete activation across all touchpoints and audiences—including small businesses, commercial and government fleet managers, dealers, investors, and media. Ford Pro consists of five business lines—vehicles, software, charging, parts & service, and financing—and the real value lies in how those offerings are combined to create integrated solutions. Together, they help customers improve vehicle uptime, reduce total cost of ownership, simplify fleet operations, enhance safety and security, and transition to electric with confidence.

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

For over a year, professionals were still working from home and experiencing burnout—67% reported it had worsened during the pandemic, and 53% said they were working longer hours, making it harder to unplug. By June 24, 2021, National #WorkFromHome Day felt irrelevant.

GMC seized the opportunity to turn the day into #WorkFromAnywhere Week. With off-road capabilities and built-in Wi-Fi hotspots, GMC offered free in-vehicle data for existing customers, encouraging them to get out, explore, and share their most scenic office spaces—transforming the concept of work from home into work anywhere.

​GMC Yukon AT4 :15

GMC Sierra AT4 :15