Get ready to embark on The Game of Fleet—an immersive, gamified training experience inspired by The Game of Life. Instead of a standard death-by-PowerPoint session, dealers navigate a metaphorical game board that mirrors the real-world challenges and opportunities their Ford Pro customers face every day. Rather than choosing a career, participants are assigned a business profile. Instead of marriage, kids, and retirement, they tackle building, managing, and financing a fleet.

Players progress through critical stages of the fleet journey: Building and Upfitting, Electrification, Fleet Management, and Financing to optimize Total Cost of Ownership (TCO). Each board space delivers hands-on learning, showing how Ford Pro’s integrated solutions simplify operations, maximize uptime, and drive profitability. Along the way, players earn simulated Ford Pro Bucks by making smart decisions, culminating in a business-proposal pitch competition where they apply their expertise to win prizes.

By competing in The Game of Fleet, dealers don’t just learn about the brand—they experience it, leaving with the confidence to recommend and sell the right combination of Ford Pro products and services to help their customers thrive.

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

In March 2020, Nintendo released Animal Crossing: New Horizons, which, due to the pandemic, became the biggest single-game launch in Nintendo Switch history. The game was open to brand engagement without a formal partnership, presenting a unique opportunity to join the cultural conversation.

Our team quickly designed and released a series of Corvette-themed items for players to download and add to their virtual worlds. These items were made available via Pinterest—a hub for Animal Crossing content—and promoted across Facebook, Twitter, and Instagram. As the first automotive brand to engage on the Animal Crossing platform, we earned significant media coverage highlighting our creativity and nimble execution.

Awards:

• 06/2021: The D Show (Adcraft Detroit) – Shortlist: Digital / Game

Credits:

• Creative Leadership: Iain Lanivich
• Sr. Art Directors: Kirby & Cleveland Thrasher
• Sr. Copywriter: Tommy Simon
• Editor: Zen Grey

For more than a decade, the Pure Michigan campaign has been one of the most memorable and visually stunning tourism efforts in America. To build on that legacy — and promote the state in a way no other travel brand had attempted — we captured natural sounds from Michigan’s most iconic locations. We then partnered with Michigan musicians to transform those field recordings into a full-length ambient album, giving new audiences a virtual sunrise-to-sunset tour of the state.

The album launched on all major streaming platforms, driving listeners to our website and introducing them both to new travel experiences and the artists behind the music. Within a week of its release, Pure Sounds of Michigan reached No. 9 on Billboard’s New Age Album chart.

Awards:

• 04/2020: Detroit Music Awards: Outstanding Electronic/Dance Recording, "Pure Sounds of Michigan" Various Artists
• 03/2020: N.A. SABRE Awards (PRovoke Media) – Finalist: Digital & Social Media / Digital Campaign
• 02/2020: IN2SABRE Awards (PRovoke Media) – Finalist: Audio / Podcasts & Music
• 01/2020: HSMAI Adrian Awards – Platinum Winner: Public Relations Innovation
• 12/2019: The D Show (Adcraft Detroit) – Finalist/Silver: Audio
• 12/2019: The D Show (Adcraft Detroit) – Finalist/Silver: Integrated
• 12/2019: The D Show (Adcraft Detroit) – Finalist/Silver: Low-Budget Integrated
• 11/2019: Best of Social Media by WTM (World Travel Market) London – Winner: Awfully Entertaining Social Media (Awesome) Award
• 06/2019: Billboard – #9 New Age Album Chart

April 9, 2019 | "Childhood Memories" by John Beltran
April 23, 2019 | "Forest Trails" by Windy & Carl
May 9, 2019 | "The Rock" by Waajeed

#9 Billboard Top New Age Albums
May 30, 2019

Credits:

• Creative Leadership & Concept: Iain Lanivich
• Group Creative Director: Tony Kause
• ACD/Copywriter: Jaime Perry
• Producer: Bryan Fenster
• Production: Assemble Sound (led by Garret Koehler)
• Producer: Kaylan Waterman, Assemble Sound
• Marketing Director: Nicole Shackelford, Assemble Sound
• Executive Producer/Composer: Blair French
• Audio Engineer/Composer: Eddie Logix
• Composers: Dave Graw, Todd Modes, Windy Weber, Carl Hultgren, John Beltran, Erik "Nuntheless" Washington, Alexander Vlachos, Sterling Toles, Robert "Waajeed" O'Bryant
• Harpist: Ahya Simone
• Flautist: Rafael Statin
• Photographer/Videographer: Andrew Miller
• Vinyl Production: Archer Records
• PR Support: George Corona III, Terrorbird Media

Chevrolet, in partnership with the American Cancer Society, wanted to give a deserving fan and their friends and family a once-in-a-lifetime experience: camping trackside at NASCAR’s world-famous Daytona 500 in a brand-new Chevy Silverado. Introducing Hotel Silverado. Our team surprised the recipient, documented their journey, and produced a short film designed to inspire others facing cancer.​

​Awards:

• 11/2019: Shorty Social Good Awards – Finalist: Automotive

Credits:
In collaboration with American Cancer Society.

• Concept by Commonwealth//McCann
  
• Creative Leadership, Scriptwriter and Interviewer: Iain Lanivich
• Sr. Producer & Editor: Tom Shea
• Creative Directors: Tony Kause & Rob Hendrickson
• Sr. Art Director: Tom Kiefer
• Copywriter: Kelsey Webster

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

The city of Detroit has seen its share of negativity, and filing for bankruptcy on July 18 only added fuel to the fire. But those of us in the city saw a different perspective. We saw a tough work ethic coupled with a growing movement of tech entrepreneurs. We saw a tight-knit community using their skills not only to support one another, but to define Detroit’s future. And we saw a city rapidly becoming rich in creativity, innovation, and inspiration.

So we started a grassroots movement to tell that story. On July 26, Lowe Campbell Ewald released a video titled “We’re Moving to Detroit, and So Should You.” The outpouring of support from people across Michigan—and around the world—was overwhelming. The goal was simple: earn the chance to share Detroit’s story on stage at the 2014 SXSW Interactive Conference. But to make that happen, we needed votes. So we hung posters around the city and created a follow-up video driving everyone to VoteForDetroit.com.

It worked. Through a combination of public voting and the official selection committee, we were chosen to speak at SXSW Interactive—proof that Detroit’s resurgence had become impossible to ignore. And the story only grew from there.

​Highlights:

• Significant press, blog coverage, and social activity from outlets including the L.A. Times, Business Insider, Little Black Book, Techonomy, multiple advertising publications, and Detroit-area media
• A packed 2014 SXSW Interactive speaker session
• Inspired the 2014 Cannes Lions Featured Session, “Detroit Reboot” by Lowe & Partners
• Sparked additional speaking opportunities with VCU Brandcenter Executive Training, SXSW, and Adcraft

​Awards:​

• 2014 Internet Advertising Competition (IAC) Awards; Best Online Video

"We're Moving to Detroit, and So Should You" SXSW Submission Video
Directed by Brett Warkentien and Edited by Adam Brady.
(concept-through-edit in four days)

"VoteForDetroit.com"
Promotional Campaign