This project was years in the making, a secret so guarded that not even within General Motors could it be discussed. Only a handful of persistent individuals kept striving to transform the concept of the mid-engine Corvette into reality until it was finally endorsed by senior management. We were fortunate enough to handle the launch of this magnificent automobile.
However, many Corvette enthusiasts, having heard whisperings about a mid-engine model, feared it might spell the end for the beloved Corvette. Our strategy was simple: Control the narrative. By producing a series of informative films, presented in an engaging and interactive way, we allowed the experts to highlight the extraordinary capabilities of this supercar, thereby dispelling any misconceptions.
This project was years in the making, a secret so guarded that not even within General Motors could it be discussed. Only a handful of persistent individuals kept striving to transform the concept of the mid-engine Corvette into reality until it was finally endorsed by senior management. We were fortunate enough to handle the launch of this magnificent automobile.
However, many Corvette enthusiasts, having heard whisperings about a mid-engine model, feared it might spell the end for the beloved Corvette. Our strategy was simple: Control the narrative. By producing a series of informative films, presented in an engaging and interactive way, we allowed the experts to highlight the extraordinary capabilities of this supercar, thereby dispelling any misconceptions.
This project was years in the making, a secret so guarded that not even within General Motors could it be discussed. Only a handful of persistent individuals kept striving to transform the concept of the mid-engine Corvette into reality until it was finally endorsed by senior management. We were fortunate enough to handle the launch of this magnificent automobile.
However, many Corvette enthusiasts, having heard whisperings about a mid-engine model, feared it might spell the end for the beloved Corvette. Our strategy was simple: Control the narrative. By producing a series of informative films, presented in an engaging and interactive way, we allowed the experts to highlight the extraordinary capabilities of this supercar, thereby dispelling any misconceptions.
We created a series of films, 32 in all to cover every aspect of the new corvette leaving no doubt of its superiority.
We created a series of films, 32 in all to cover every aspect of the new corvette leaving no doubt of its superiority.
We created a series of films, 32 in all to cover every aspect of the new corvette leaving no doubt of its superiority.
MY ROLE
Worked with strategy department to fine tune brief as part of the creative process.
Worked with Chevy engineers to help develop the proper way to demonstrate the different technology in the car.
Concept development and presented internally to a larger cross-functional departments.
Client facing presentations of the final work.
Worked hand-in-hand with GM to help identify and cast the right players involved to tell each story.
Oversaw production and post production of all content materials for every channel.
Corvette sales were 20.2% higher than 2019 sales.
Corvette sales were 20.2% higher than 2019 sales.
Multi-function campaign approach
The academy concept went on to other GM nameplates in the following years.
Corvette C8 was named 2020 Motor Trend Car of the Year. The C8 was as also featured on 2020 Car and Driver 10Best. The C8 was named 2020 North American Car of the Year. 2020 MotorWeek Drivers' Choice Best of the Year, and Edmunds Top Rated Sports Car for 2020 and 2021.
