分类: Influencer

2021 Chevrolet "Putting the World on Notice" Corvette Z06 Reveal

10/26/2021

"The Corvette Z06 Has Arrived and It's Insane."
- Gear Patrol

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

Case Study Video

The 26-Minute Documentary / Reveal Film

Featuring Devin Booker and Emelia Hartford. See IMDB entry.

World Series Commercial / Film Trailer

Teasers

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)

Movie Poster

Credits:

Creative Leadership: Iain Lanivich (NOTE: left the agency just prior to release)
Group Creative Director: Tony Kause
ACD/Copywriter: Tommy Simon
Sr. Art Director: Kirby
Sr. Producer: Nate Kostegian
Production: Porch House Pictures
Directors: Andrew Schneider, Lukas Dong

2021: Chevrolet "Silverado ZR2 Relay" Reveal Campaign

9/9/2021

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.

NFL Kickoff "Playmaker" Reveal Spot :60

Featuring Michele Tafoya, Chris Pratt, Chase Elliott, BRELAND and Chad Hall.

Behind the Scenes

Featuring Chris Pratt, Chase Elliott, BRELAND and Chad Hall.

Influencer Social Videos

Safety Technology with Chris Pratt

Design with BRELAND

Towing with Chase Elliott

Off-Road Performance with Chad Hall

Post-Reveal Highlight Reel

Employee Engagement Video

Talent Photography

Product Photography

Credits:

Creative Leadership: Iain Lanivich
Group Creative Director: Tony Kause
Creative Director: Liz Newman
ACD/Art Director: Ashley Ruen
ACD/Copywriter: Kelsey Webster
Sr. Copywriter: Nate Paulson
Executive Producer: Chris Coole
Production: Bowstring
Director: Ben Orisich
Photography: Victor Tate

2021: Cadillac "It's Time to Let Go" Celebrity Influencer Campaign

3/18/2021

"Sometimes you've gotta take the wheel and sometimes you've gotta let it go."
- Tiffany Haddish

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

Case Study Video

"It's Time to Let Go" :90 Video

ft. Sofia Vergara, Joe Manganiello, The Jonas Brothers, Tiffany Haddish, Stephen "tWitch" Boss, Allison Holker, Weslie Boss and Maddox Boss

"Sofia and Joe Let Go" :60 Video

ft. Sofia Vergara and Joe Manganiello

"The Jonas Brothers Let Go" :60 Video

ft. Kevin, Joe and Nick Jonas

"Tiffany Haddish Lets Go" :60 Video

ft. Tiffany Haddish and her younger brother

"tWitch and Allison Let Go" :60 Video

ft. Stephen "tWitch" Boss, Allison Holker, Weslie Boss and Maddox Boss

The Making of "It's Time to Let Go"

ft. Jeff Dinakar (Cadillac Engineer), Elizabeth Banks (director), Sofia Vergara, Joe Manganiello, Nick Jonas, Kevin Jonas, Tiffany Haddish, Stephen "tWitch" Boss, Allison Holker, Weslie Boss and Maddox Boss

Photography

Credits:

Creative Leadership, Concept & Interviews: Iain Lanivich
Account Leadership & Talent Management: Steve Janisse
Group Creative Director: Tony Kause
ACD/Copywriter: Tommy Simon
Sr. Art Director: Kirby
VP, Integrated Production/Producer: Chris Coole
Producer: Cassie Kline
In-House Editor: Madeline Kidd
Production: Harvest Films
Executive Producer: Bonnie Goldfarb
Director: Elizabeth Banks
Post-Production: Cut+Run, Jogger
Editor: Jay Nelson

2021 "My Chevy Truck" TikTok Campaign ft. BRELAND

2/17/2021

"Chevrolet Wins TikTok With "My Truck" Music Video"
- Autoevolution

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

Case Study Video

Campaign Overview
File Size:	840 kb
File Type:	pdf

Download File

TikTok Launch Video

@chevrolet Time to pickup and get down with #Silverado and @breland. #MyTruck ♬ My Chevy Truck - BRELAND

Trim-Specific Videos

Silverado Trail Boss (off-road)

Silverado Midnight Edition (nightlife)

Silverado Custom (performance)

Q&A w/ BRELAND for Media Release

Behind-the-Scenes Photography

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

2021: Chevrolet "Behind the Magic" Bolt EUV Reveal Video w/ Disney

2/14/2021

Chevy had already committed to a Disney-produced television commercial that would give viewers a first look at the family-oriented, all-electric Bolt EUV, airing during the season premiere of American Idol. With COVID quarantine still in effect, the Chevy PR team needed a long-form video that could provide journalists and fans with a more in-depth look at the vehicle.

Our solution was simple: take a page from Disney’s playbook. We produced a behind-the-scenes “making-of” film, hosted by family social influencer Nick Cho, that juxtaposed the storytellers behind the commercial with the technology teams behind the vehicle. Every scene of the commercial was broken down to highlight key features, providing context and storytelling while showcasing the innovation and care that went into the Bolt EUV. Portions of the film were shot on-location at Epcot Center, Disney World, adding a magical and immersive dimension to the reveal.

The 14-Minute Reveal Video

Credits:
In collaboration with Disney.

Creative Leadership: Iain Lanivich
Group Creative Director: Tony Kause
CD/Art Director: Joe Gielniak
Copywriter: Erin Townsend
Art Director: Paige Rosas
Producer: Nate Kostegian
Influencer: Nick Cho
Production/Post-Production: MOCEAN Los Angeles

2021 General Motors "Exhibit Zero" Virtual CES Activation & "EVerybody In" Super Bowl Campaign

1/12/2021

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

"EVerybody In" Case Study Video

"Exhibit Zero" Case Study Video

"Exhibit Zero" Virtual CES Teaser

"Exhibit Zero" Creative Credits:

Lead agency: McCann Detroit
Creative Leadership: Matt Canzano & Iain Lanivich
Creative Directors: Tony Kause, Joe Gielniak, Nick Allen
Writers: Iain Lanivich, Nick Allen, Mike Davis
Creative & Influencer Strategist: Danny Olson
Production: We The People
Post-Production: McCann Detroit's Craft

"EVerybody In" Creative Credits:

Lead agency: McCann Detroit
Creative Leadership: Matt Canzano & Iain Lanivich
Creative & Influencer Strategist: Danny Olson
ACD/Art Director: Cleveland Thrasher
Sr. Copywriter: Nate Paulson
Editor: Zen Grey

2019 Chevrolet "Corvette's Destiny Achieved" PR Reveal Campaign

7/18/2019

"The New Corvette Has Been Unveiled and It Is Ready to Take on Ferrari."
- Esquire

Launched in 1953, Corvette became an instant icon—the original American sports car. Over time, however, Corvette existed in the shadows of mid-engine European supercars. In the performance car world, sports cars and supercars occupy entirely different categories. The C8 Corvette couldn’t be launched as just a new model—it had to leap into a new class of cars.

The stakes were enormous. Traditionalists resisted the mid-engine rumors, and new audiences had to believe that an American car could challenge the best in the world. To accomplish this, we built the launch around the forgotten vision of Zora Arkus-Duntov, the father of Corvette, who dreamed of a mid-engine supercar. By searching film vaults and photo archives, we seeded rich content and hidden Easter Eggs to shift media and fan perceptions almost instantly.

We livestreamed the reveal globally, using augmented reality to highlight the mid-engine design. The broadcast outperformed Conan O’Brien in the same timeslot and reached #5 on Twitter’s U.S. trends. The program generated over 4,700 news stories and led to 37,000 pre-orders in the first three months, surpassing the first-year sales of Corvette’s previous-generation model.

Awards:

06/2021: The D Show (Adcraft Detroit) – Finalist/Silver: Public Relations
08/2019: General Motors’ Torque Awards – Winner: Moonshot Award

Case Study Video

Campaign Overview
File Size:	1438 kb
File Type:	pdf

Download File

Teaser Videos

Part 1: "Let's Go"
This video confirmed the C8 Corvette would be mid-engine. To do so, we embedded flash frames featuring mid-engine prototypes dating back over 60 years.

Part 2: "Spoiler Alert"
This video helped viewers understand all the Easter Eggs in the initial teaser.

Part 3: "Our Story Continues"
This video closed the reveal event, setting up the next chapters featuring the C8 Convertible and C8.R race car.

Part 4: "Dream to Reality"
Timed with the release of the Ford v Ferrari movie and Ford's announcement to pull out of LeMans, this video revealed the Corvette C8.R race car.

Making the Mid-Engine Corvette

Influencer Program

Creative Credits:

Creative Leadership: Iain Lanivich
Group Creative Director: Tony Kause
Creative Director: Rob Hendrickson
Sr. Art Director: Jonathan Candelaria
Sr. Copywriter: Tommy Simon
Art Director: Kirby
Copywriter: Erin Townsend
Sr. Producers: Nate Kostegian, Tom Shea
Producers: Cassie Kline, Bryan Fenster
Jr. Editor: Zen Grey

2019: MEDC/Pure Michigan "Pure Sounds of Michigan" PR Campaign

5/22/2019

"It's hard to imagine a more fitting use of a tourism budget than this month's Pure Sounds of Michigan album."
- Self-Titled Magazine

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

Case Study Video

Campaign Overview
File Size:	2349 kb
File Type:	pdf

Download File

The Album

Pure Michigan · Pure Sounds of Michigan

Behind the Sounds

The Singles

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

Billboard Ranking

#9 Billboard Top New Age Albums
May 30, 2019

Photos & Images

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

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Case Study Video

The 26-Minute Documentary / Reveal Film

World Series Commercial / Film Trailer

Teasers

Movie Poster

NFL Kickoff "Playmaker" Reveal Spot :60

Behind the Scenes

Influencer Social Videos

Post-Reveal Highlight Reel

Employee Engagement Video

Talent Photography

Product Photography

Case Study Video

"It's Time to Let Go" :90 Video

"Sofia and Joe Let Go" :60 Video

"The Jonas Brothers Let Go" :60 Video

"Tiffany Haddish Lets Go" :60 Video

"tWitch and Allison Let Go" :60 Video

The Making of "It's Time to Let Go"

Photography

Case Study Video

TikTok Launch Video

Trim-Specific Videos

Q&A w/ BRELAND for Media Release

Behind-the-Scenes Photography

The 14-Minute Reveal Video

"EVerybody In" Case Study Video

"Exhibit Zero" Case Study Video

"Exhibit Zero" Virtual CES Teaser

Case Study Video

Teaser Videos

Making the Mid-Engine Corvette

Influencer Program

Case Study Video

The Album

Behind the Sounds

The Singles

Billboard Ranking

Photos & Images

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