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 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"

Vehicle debuts usually belong at auto shows, while breakthrough tech launches at places like CES, SXSW, or E3. But the Chevy Bolt EV wasn’t a typical vehicle. As the first all-electric car designed for the mass market—offering 200+ miles of range for under $30K—it demanded a reveal that signaled a major technological leap.

We partnered with Chevy to develop an award-winning, tech-forward reveal campaign that reframed the Bolt EV as a genuine innovation story, positioning Chevy directly inside the Tesla conversation—and in many cases, ahead of it.

The integrated program generated massive global attention, ultimately elevating Chevy’s credibility in the EV space and establishing Bolt EV as a breakthrough electric milestone. I led all content creation supporting the reveal program—from storytelling strategy to video and editorial development.

Highlights:

• 18K+ articles worldwide (nearly 8,000 directly referencing Tesla)
• 3.6K+ broadcast stories

Awards:

• 2018: PRWeek Awards “Best in Technology” Winner

When the Bolt EV was first revealed at CES 2016, GM CEO Mary Barra made a bold commitment: the vehicle would be available to customers within the same year. This strategic promise drew a sharp contrast with Tesla’s repeated missed production deadlines, subtly highlighting Chevy’s unmatched manufacturing discipline.

To reinforce that message, we created the “Making of Bolt EV” video—an inside look that juxtaposed Chevrolet’s deep manufacturing expertise with the advanced technology powering the Bolt EV. The film showcased the precision, scale, and innovation behind the vehicle’s development, underscoring that Chevy could deliver both breakthrough tech and on-time production.

​The video launched alongside the announcement of the first customer delivery in December 2016, validating the promise made at CES and cementing Chevy's credibility as a serious EV leader.

“Who is Benjamin Stove?” was an immersive alternate reality game (ARG) produced by Campbell Ewald and GMD Studios to build grassroots awareness of GM’s renewable fuel initiatives, complementing the “Live Green, Go Yellow” campaign promoting GM’s flex-fuel vehicles capable of using E85 ethanol fuel. The game leveraged living online characters, puzzles, and interactive storytelling to engage players in a viral, underground marketing experience.

The campaign unfolded across four websites, 10 live events (including hidden notes in nine libraries across the U.S. and a live meeting in Manhattan), anonymous phone calls and text messages, and a series of unbranded blogs and classified ads.

Story Overview:
Tucker Darby, a 29-year-old collections agent in Tampa, discovers a mysterious painting of a crop circle shaped like the ethanol molecule, dated 1913, which exerts an almost supernatural hold over him. Inside the painting, a note hints that the event it depicts is real. Tucker enlists the public to help track down Benjamin Stove, the painting’s original owner, and uncover its meaning.

Over the course of the four-month campaign, 380,000+ participants followed clues, solved puzzles, completed live missions, collaborated as a team, created and published content, and posted 9,000+ messages on campaign forums—all centered around alternative fuels and ethanol awareness.

Highlights:

• Heavy national and international earned media, including Wired, Advertising Age, Forbes, and the Alternate Reality Game Network (ARGN)
• Web metrics: 380,000+ visitors, 14 million hits, and an average time spent of 16+ minutes per visit
• Sustained engagement: WhoIsBenjaminStove.com continued to average 1,600 visitors/day eight months post-campaign, with an increased average time spent of over 20 minutes

Awards:​

• 2007 The D Show (Adcraft Detroit) Awards — Best of Innovation

Vera Stove's Painting (circa 1913)
Painted by Brad Fairhurst.

Live Events - Hidden Library Notes
When you connected the nine cities on a map, the ethanol molecule appeared.