Every commercial business and government agency has its own unique needs—which means they need the power to choose the vehicles that best support their goals. Anchored in the strategy “No Matter the Business, We Have the Power for You,” this integrated campaign showcased the full range of gas, diesel, hybrid, and all-electric options across Ford’s Class 1–7 commercial trucks and vans, proving that Ford Pro has a solution for every kind of work.

To bring the creative idea “The Power Is Yours” to life, we developed a full-funnel campaign that included broad awareness, segment-specific, and product-specific content. This approach allowed us to target and re-target prospects with the vehicles most relevant to their operations, ensuring every business saw the power that fit their needs.

Awards:

• 06/2024: The D Show (Adcraft Detroit) – Shortlist: TV/Video/Moving Picture Non-Broadcast Under :60

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

We knew most van lifers try to save time and money by customizing their vehicles themselves. That works fine for interior finishes — but lifting a van for bigger tires or cutting a hole in the roof for a fan can create major problems. From disrupting safety sensors and camera calibrations to voiding warranty repairs, DIY modifications often introduce risks that new adventurers never anticipate.

With the Transit Trail, our engineers handled the hard stuff so customers could focus on the fun stuff. So for the reveal campaign, we put those real van-lifer insights front and center. The result was a fully integrated launch across paid, owned, and earned channels, brought to life through close collaboration with teams and agency partners across the Ford ecosystem.

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.

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

Featuring Devin Booker and Emelia Hartford. See IMDB entry.

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) 

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

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