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.

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 the pandemic preventing Detroit’s iconic Woodward Dream Cruise from taking place, we needed a digital alternative that would allow fans and enthusiasts of all ages to celebrate Chevrolet’s history. The solution: Cruisin’ the USA in Your Chevrolet — a week-long virtual celebration of vehicles past and present. The program featured daily videos, walkarounds of iconic vehicles, and interactive activities for fans of all ages. The event was fully integrated across social media and earned channels, bringing the spirit of the Dream Cruise to audiences virtually.

1914 Chevrolet Baby Grand

1963 Corvette Sting Ray Coupe

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.

​"The Next Revolution"

"How We Win"

"Every Voice Matters"

"The Way Forward"