Cadillac Racing - Instagram Launch

Campaign

Project Overview

The Cadillac Racing Instagram page launch was crafted to celebrate Cadillac’s prestigious racing heritage and engage a community around its high-performance legacy. The content rollout was designed in phases, starting with community education through carousel posts introducing Cadillac’s DPi-V.R race cars, legendary tracks like Sebring, and the dedicated drivers. As the event neared, exclusive behind-the-scenes interviews with drivers, car chiefs, and figures like Chip Ganassi brought fans closer to the action. On race day, hourly updates captured real-time action and race status, maintaining excitement with visually striking templates. Each post reflected Cadillac's premium brand through bold visuals and dynamic layouts, transforming the Instagram page into a vibrant digital space that resonated with motorsport enthusiasts and new followers alike

My Contributions

Associate Creative Director / Designer / Photographer

My contributions to the Cadillac Racing Instagram launch were multifaceted, encompassing strategic planning, creative direction, and hands-on content creation. I played a key role in shaping the overall strategy, connecting ideas across phases to ensure a cohesive narrative that would engage and educate the audience. At the Sebring racing event, I was actively involved in content creation, capturing dynamic photos and behind-the-scenes moments that highlighted Cadillac’s racing spirit. I also crafted the visual design for the Instagram grid and stories, ensuring each post reflected Cadillac's premium brand identity.

CADILLAC LYRIQ - PRODUCT VIDEO

Campaign

Project Overview

The Cadillac LYRIQ instructional video series redefines the genre, blending artistry and information in a way that mirrors the vehicle’s modern sophistication. We created six celestial, art-directed films, using LED virtual production with Unreal Engine 5 and full CGI shots to showcase LYRIQ's striking design and advanced technology. Without voice-over, the visuals tell the story, positioning LYRIQ as a high-tech masterpiece that speaks directly to the audience's aesthetic sensibilities. Shot against immersive, real-time environments rendered on LED screens, each scene combines realism and impressionism, sitting at the intersection of fashion and art. This cutting-edge approach enhances the viewer's connection to LYRIQ, making the films as memorable and original as the vehicle itself.

My Contributions

Associate Creative Director
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In collaboration with Group Creative Director Stuart O'Neil and Copywriter Matt Totsky, I served as the Associate Creative Director for the Cadillac LYRIQ video project. Together, we partnered with Bipolar to create captivating CGI environments that would elevate the visuals and capture LYRIQ’s essence. I played a key role in conceptualizing the films and working with the CGI and production teams to art direct and design the immersive environments, blending LED virtual production with Unreal Engine 5 to deliver a modern, visually stunning experience that speaks to Cadillac's innovative spirit.

GMC Video Campaign - Echoing Expertise

Campaign

Project Overview

The GMC Certified Service Emotional Benefit Video campaign aimed to connect with GMC owners by highlighting the expertise and convenience of GMC Certified Service. Using the narrative —"Echoing Expertise," —the campaign showcased the bond between GMC owners and the brand’s reliable service. Each video featured visually powerful match cuts and ended with targeted messages on tire quality, app convenience, comprehensive inspections, and EV care, reinforcing trust in GMC Certified Service.

My Contributions

Associate Creative Director
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As Associate Creative Director, I led the creative vision and storytelling for the campaign, collaborating with cross-functional teams to ensure alignment with GMC’s brand identity. From concept through execution, I guided production to create engaging narratives that emphasized GMC Certified Service’s value, helping build trust and connection with the audience.

GM Genuine Parts & ACDelco Counterfeit Campaign

Campaign

Project Overview

In this anti-counterfeit campaign, we crafted a compelling narrative that not only captures the gravity of counterfeit auto parts but also resonates with our brand's voice. By highlighting the stark statistic that one in five car crashes involves counterfeit parts, the campaign aims to jolt consumers into awareness about the life-threatening implications of counterfeiting. This initiative is designed to be impactful on billboards and easily scalable for broader marketing efforts, emphasizing the human cost of counterfeit products and rallying consumers to join the fight for safety and authenticity in automotive parts.

My Contributions

Associate Creative Director / Designer / AI Tools

Collaborating with my writing partner, Patrick Robbins, we conceived and designed an anti-counterfeit campaign that leverages both creativity and technology. Together, we utilized AI tools to generate impactful imagery, ensuring our ads not only capture the essence of the message but also stand out visually. This joint effort allowed us to bring together all elements, creating a series of compelling advertisements that aim to educate and engage consumers on the serious issue of counterfeit auto parts.

DIA Everyday

Campaign

Project Overview

The Detroit Institute of Arts is more than just an art museum. This campaign aimed to show people that the DIA could be one of the top things to do on a Friday night, a place to kill time and an adventure to take the family on. We released one new piece of creative every day for 365 days. Each piece captured a real moment in time with real people and emotions.

My Contributions

Associate Creative Director / Designer / Photographer
I Worked with my Group Creative Director Jennifer Kerasiotis to concept the campaign idea and then I shot photography, designed posters, social posts, print ads and everything else inbetween.

GMC Certified Service Deep Dive

Campaign

Project Overview

There’s a technological ecosystem that supports your GMC. With the help of a continuous push-in technique, we dove straight into the data-driven technology, training, and support that Certified Service gives you every day.

My Contributions

Associate Creative Director / Art Director
My writing partner Patrick Robbins and I concepted, wrote and art directed from start to finish.

ACDelco - Be Certain

Campaign

Project Overview

Everyone knows about ACDelco and loves the brand. So we didn't need to try and sell people on who we are. We needed to tell the story of our parts in a more interesting and scientific way. We hired a host, put him in a helicopter, threw him out of a plane and put him in all kinds of really cool and interesting places to talk about parts in a unique way.

My Contributions

Associate Creative Director / Designer
I helped lead multiple teams to concept, create and direct productions for this shoot. I helped design and art direct elements for video, social, print and digital assets.