This is a sample of my favorite projects I’ve worked on.
feel free to ask for more.
THE SITUATION
The Chevrolet Corvette was reaching a whole new level of performance with the Z06, with specs that established it as a true supercar. But the audience who Chevrolet desperately needed to attract, did not love Corvette, viewing it as inferior to the European supercars made by the likes of Porsche and Ferrari. Therein lies the problem: without this younger, European sport car-biased audience migrating to Corvette, Corvette’s audience was going to continue shrinking as it was old and getting older.
THE INSIGHT
You can’t break down entrenched viewpoints by playing nice.
THE STRATEGIC IDEA
Putting the World on Notice - A declarative statement that the Corvette was aiming to take down the world’s greatest supercars and prove to a tough audience that Corvette was no longer “your grandpa’s sports car” but an all-American, world beating supercar.
THE CREATIVE EXECUTION
An immaculately produced reveal film (named after my core strategic idea!) that aggressively positioned the Corvette as a world beating supercar and made it difficult for skeptics to think differently.
THE RESULTS
An amazing film that has been viewed over 1 million times globally, increasing cross-shopping with key competitor Porsche, while bringing in an audience who is younger and wealthier than the previous generation Corvette audience.
corvette z06 launch “putting the world on notice”
Reveal film embedded in poster, just click!
Amazon Fire TV integration to directly view the Putting the World on Notice film
The reveal film was viewed over 700k
times on Twitter alone
Chevrolet “Holiday ride”
THE SITUATION
It was the Summer of 2021 and COVID was very much still a thing. People were getting sick. Vaccinations were just becoming available to the masses. And everyone was collectively tired of the pandemic and the way it changed life, especially around the Holidays. At that point, most competitive brands were expected to be “COVID-safe” opting to invest in “Sell-a-thons” and “Red Bow” sales events during the Holidays. Commonwealth//McCann wanted to do something different.
THE POV AND RECOMMENDATION
Research showed that people were ready to get back to normal and missed their family. This led to a recommendation to boldly embrace the Holiday season, stoke the joy and magic of the Holidays, show togetherness (a departure from most brands who were still focused on safety) and generally ensure the campaign is integrated across channels.
THE BRIEF
Magic Happens through the Joy of Connection
THE CREATIVE IDEA
Off of this brief, the team wrote an incredible spot that showed how a daughter and a community can rally around a heartbroken man and reignite the joy of the Holidays for him and themselves in turn - by resurrecting his passed away wife’s 1966 Chevrolet Impala. This idea showed Chevrolet bringing people together, sparking joy and bringing back Holiday traditions in a true story unique to the Chevrolet brand.
THE RESULTS
Over 6.3 million views, overwhelmingly positive sentiment, creative awards across the world and a turning point for the Chevrolet brand creatively, setting the brand up to create an annual “Holiday Card to America” which has continued to generate positive outcomes and awards for the Chevrolet brand.
“HOLIDAY RIDE”
CHEVY TRUCK BRAND TONALITY
THE SITUATION
Chevy trucks, while popular, were losing a creative focus and suffering from creative inconsistency driven by different preferences through the Chevy marketing organization and a huge influx of totally new products. We needed to create a consistent approach to Chevy truck creative that the entire organization could rally around.
THE INSIGHT
Truck customers are not just looking for a pickup truck, they are looking for a vehicle that can inspire them to be free, give them total control over their lifestyle and make them unstoppable in the face of every challenge. While some truck brands are all about work and productivity, Chevy trucks are uniquely revered for helping people have fun.
THE IDEA
Create a brand tonality pyramid that establishes -
The spirit and tone of Chevy trucks
How they are differentiated from the competition
What must be communicated for them to compete in the American truck market
THE CREATIVE
Silverado Lifted Trucks “Adventure is Everywhere”, “A Whole New Level”
The All-New 2023 Chevy Colorado Launch “Big Life”
The New Silverado HD “Own the HD Life”
Silverado Q1 Technology “Drive You Home”
2024 Spring Truck Season “It All Starts with a Chevy Truck” - see below please!
THE RESULTS
Silverado saw a 7% sales gain YOY from 2022 to 2023
Colorado was elevated to #2 in the midsize truck segment during the campaign
Truck video creative consistently performed above norm in Ace Metrix reporting
Each new Chevy truck campaign had their own characteristics and strategic imperatives, but were finally united under a consistent spirit, tonality, look and feel.
Chevy Silverado “Adventure is Everywhere”
Chevy Colorado “Big Life”
Chevy Silverado HD “Own the HD Life”
Chevy Silverado “Drive you home”
THE SITUATION
The Chevy Silverado is one of the very best Chevy products at bringing in new customers to the brand while also being a key move-up product, importantly increasing the LTV of loyal Chevy customers. The Spring truck retail event needed to continue bringing in new customers while motivate current customers to go buy a new Chevy Silverado. We needed to create a inspiring message that could showcase the advantages of the new truck, while connecting emotionally with those who have not yet experienced what a truck lifestyle really looks like.
THE INSIGHT
If you don’t have a truck, you’ve limited your potential to do.
THE CORE IDEA
To go from a looker to a doer, it starts with the truck.
THE CREATIVE IDEA
It All Starts with a Chevy Truck -
a declarative statement encouraging customers to embrace a bigger life made possible by the capabilities of a Chevy Silverado.
THE RESULTS
5% Sales Increase during Q2 2024
Above norm creative diagnostics in Ace Metrix - reaching the 88th percentile amongst tested advertising
An invitational campaign that directly encouraged new audiences to explore what is possible with a Chevy truck in their lives
CHEVROLET 2024 SPRING TRUCK SEASON
“IT ALL STARTS WITH A CHEVY TRUCK”
I love creativity and before I found strategy, I wanted to be a copywriter.
Here you will find some of my favorite creative work that I made as an advertising student and copywriting intern.
Beardoholic Beard Balm
Insight: Beards are more than just facial hair, they make men feel powerful, like so many men before them.
Idea: Take quotes of iconic bearded men, remake them to be entirely about beard balm and communicate them in a totally unique way.
Montana Cans
Insight: Paint brands celebrate themselves and rarely the art or the artist
Idea: A celebration of creative expression with a call to action to create more
Full disclosure: I stole this footage from a different Montana Cans video in an effort to create a bigger, more inspiring campaign idea that celebrated the art and artist