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

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.

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

With COVID quarantine still in effect, safety around trick-or-treating was a hot topic. We brought the trunk-or-treat tradition to life in an entertaining way, inspiring Chevy owners while showcasing key features of the all-new Chevy Trailblazer and Silverado. The video, completed from concept through execution in less than two weeks, was titled “The Road to Castle Silverado” and ran across Instagram, Twitter, and Pinterest during the week leading up to Halloween. Behind-the-scenes and how-to content on Instagram Stories and Pinterest extended engagement and provided a fun, educational experience.

For the launch of the All-New Chevy Trailblazer, we wanted to showcase a vehicle equally at home on urban streets and off-road adventures. With a target audience eager to share their experiences on social media, we developed a series of platform-specific videos that let the Trailblazer blaze its own trail through feeds.

Content was tailored to two distinct trims — ACTIV for off-road/adventure and RS for city/sporty — using overhead perspectives to highlight the two-tone styling. Custom executions were created for Instagram, Instagram Stories, Twitter, and Pinterest, even incorporating trendy dark mode for RS and light mode for ACTIV, ensuring each piece resonated with its intended audience.

​Awards:

• 06/2021: The One Show – Shortlist: Mobile / Mobile-First Video Under 15 Seconds
• 06/2021: The D Show (Adcraft Detroit) – Finalist/Silver: Mobile
• 05/2021: Webby Awards – Honoree: Social/Best Use of Video
• 05/2021: Shorty Awards – Finalist: Industry / Auto
• 05/2021: Shorty Awards – Finalist: Content & Media / Video