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

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

Silverado Trail Boss (off-road)

Silverado Midnight Edition (nightlife)

Silverado Custom (performance)

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

With COVID quarantine still in effect, safety around trick-or-treating was a hot topic. We brought the trunk-or-treat tradition to life in an entertaining way, inspiring Chevy owners while showcasing key features of the all-new Chevy Trailblazer and Silverado. The video, completed from concept through execution in less than two weeks, was titled “The Road to Castle Silverado” and ran across Instagram, Twitter, and Pinterest during the week leading up to Halloween. Behind-the-scenes and how-to content on Instagram Stories and Pinterest extended engagement and provided a fun, educational experience.

For the launch of the All-New Chevy Trailblazer, we wanted to showcase a vehicle equally at home on urban streets and off-road adventures. With a target audience eager to share their experiences on social media, we developed a series of platform-specific videos that let the Trailblazer blaze its own trail through feeds.

Content was tailored to two distinct trims — ACTIV for off-road/adventure and RS for city/sporty — using overhead perspectives to highlight the two-tone styling. Custom executions were created for Instagram, Instagram Stories, Twitter, and Pinterest, even incorporating trendy dark mode for RS and light mode for ACTIV, ensuring each piece resonated with its intended audience.

​Awards:

• 06/2021: The One Show – Shortlist: Mobile / Mobile-First Video Under 15 Seconds
• 06/2021: The D Show (Adcraft Detroit) – Finalist/Silver: Mobile
• 05/2021: Webby Awards – Honoree: Social/Best Use of Video
• 05/2021: Shorty Awards – Finalist: Industry / Auto
• 05/2021: Shorty Awards – Finalist: Content & Media / Video

To celebrate National Video Games Day, we transformed real Corvette performance into a nostalgia-fueled, interactive racing experience on Instagram Stories. Using thrilling behind-the-wheel footage from “The Ring” in Nürburgring, Germany, we reimagined the lap in the style of classic 80s and 90s arcade racers—but built entirely within the limited mechanics of Instagram.

Because Instagram Stories only allows tap-based interactivity, we turned that constraint into our creative advantage by designing a tap-to-drive mini-game. Animated on-screen icons cued players when to accelerate, brake, or turn, mimicking the rhythm of old-school mobile and handheld racing games. The difficulty was intentional—built to ignite the competitive spirit of gamers and keep them replaying until they completed a full lap.

The result was an unexpected, platform-native experience that blended performance driving, gaming culture, and interactive storytelling, all through Corvette’s point of view.

​Awards:

• 06/2021: The One Show – Shortlist: Social Media / Active Engagement & Call To Action
• 05/2021: Shorty Awards – Finalist: Strategy & Engagement / Gamification
• 05/2021: Shorty Awards – Finalist: Video by Platform / Instagram Stories

Chevy wanted to highlight its SUV lineup and features on Snapchat, a platform known for pop culture and a youthful audience with short attention spans. Audience insights revealed that Snapchat users crave nostalgia and quickly skip content, so we created Chevy, Player One—a series of eight 8-bit Snapchat Stories designed to mimic old-school video games.

While there was no actual gameplay, the videos gave viewers the feeling of watching a real game unfold. The campaign achieved a higher-than-average click-through rate and outperformed any prior paid media buy on Snapchat for Chevy, proving the value of creative, platform-specific storytelling and paving the way for more “game-style” campaigns throughout the following year.

Awards:

• 04/2020: Shorty Awards – Finalist: Design / Graphics

With a design that speaks for itself, the All-New Chevy Blazer needed a confident, unexpected entrance into the automotive world, while cutting through the clutter in social media. Leaning into the Blazer’s edgy persona, we created a bold brand statement using fast-paced motion graphics and custom music compositions, delivering thumb-stopping, short-form content that showcased the vehicle’s distinctive design.

With the launch of the strongest, most advanced Silverado ever, we needed an idea that was just as bold—something that celebrated Chevy’s long-standing relationship with Major League Baseball in a fresh, unexpected way. So we transformed the energy of Opening Day into a social media experience that felt straight out of the ballpark.

Introducing the strongest, most advanced crowd meter ever.

Inspired by the classic in-stadium crowd meter that measures fan noise, we reimagined it for the digital era. In partnership with MLB and its teams, we turned real-time hashtag usage into a live competition—tallying official team hashtags to determine which fanbase was truly the strongest.

The result? A social-first activation that brought baseball’s opening day buzz to life in a new way, sparking massive engagement and friendly rivalry across the league. Across Chevy’s channels, the campaign generated 1.2 million+ organic impressions, proving that when you give fans something to cheer for, they show up in full force.

Awards:

• 12/2019: The D Show (Adcraft Detroit) – Shortlist: Digital

Credits: 
In collaboration with Major League Baseball.

• Creative Leadership: Iain Lanivich
• Group Creative Director: Tony Kause
• Sr. Producer: Tom Shea
• Sr. Copywriter: Tommy Simon
• Producer: Cassie Kline
• Art Director: Kirby
• Platform Strategy: Danny Olson & Benjie Klein
• Workhorse: Nikki Mikolon