Traditional Campaign

SUPER CRUISE

GOAL: Make people fall in love with technology.

Traditional Campaign

SUPER CRUISE

GOAL: Make people fall in love with technology.

Traditional Campaign

SUPER CRUISE

GOAL: Make people fall in love with technology.

Chevy is set to break new ground with a state-of-the-art driving technology they're calling Super Cruise, allowing not just hands-free driving, but towing as well. Convincing the conventional truck driver to put faith in this innovation might be a challenge, this is where understanding the typical truck driver comes can help.

Being a long-time pickup truck owner myself, when towing a boat back from the adventure is when I find exhaustion kicks in. This exact scenario formed the basis of the idea when launching this new technology. Its objective is simple - it helps drive you to your adventure but, more importantly at the end of the day when you're exhausted, IT DRIVES YOU AND YOUR GEAR BACK HOME. So, how do you make technology feel accessible and emotional? Don't over complicate it. show an easy-to-understand demo of real people using the technology when they need it most.

Chevy is set to break new ground with a state-of-the-art driving technology they're calling Super Cruise, allowing not just hands-free driving, but towing as well. Convincing the conventional truck driver to put faith in this innovation might be a challenge, this is where understanding the typical truck driver comes can help.

Being a long-time pickup truck owner myself, when towing a boat back from the adventure is when I find exhaustion kicks in. This exact scenario formed the basis of the idea when launching this new technology. Its objective is simple - it helps drive you to your adventure but, more importantly at the end of the day when you're exhausted, IT DRIVES YOU AND YOUR GEAR BACK HOME. So, how do you make technology feel accessible and emotional? Don't over complicate it. show an easy-to-understand demo of real people using the technology when they need it most.

Chevy is set to break new ground with a state-of-the-art driving technology they're calling Super Cruise, allowing not just hands-free driving, but towing as well. Convincing the conventional truck driver to put faith in this innovation might be a challenge, this is where understanding the typical truck driver comes can help.

Being a long-time pickup truck owner myself, when towing a boat back from the adventure is when I find exhaustion kicks in. This exact scenario formed the basis of the idea when launching this new technology. Its objective is simple - it helps drive you to your adventure but, more importantly at the end of the day when you're exhausted, IT DRIVES YOU AND YOUR GEAR BACK HOME. So, how do you make technology feel accessible and emotional? Don't over complicate it. show an easy-to-understand demo of real people using the technology when they need it most.

We utilized a single production session to gather all the necessary content for constructing a comprehensive 360º campaign, encompassing digital, social, event, pre-roll, and broadcast mediums.

We utilized a single production session to gather all the necessary content for constructing a comprehensive 360º campaign, encompassing digital, social, event, pre-roll, and broadcast mediums.

We utilized a single production session to gather all the necessary content for constructing a comprehensive 360º campaign, encompassing digital, social, event, pre-roll, and broadcast mediums.

We built a :60, :30, :15 and :06 second cut-downs from the content we captured to use in broadcast and digital pre-roll.

We built a :60, :30, :15 and :06 second cut-downs from the content we captured to use in broadcast and digital pre-roll.

We built a :60, :30, :15 and :06 second cut-downs from the content we captured to use in broadcast and digital pre-roll.

Example social extensions were crafted which were all planned out prior to the production.

Example social extensions were crafted which were all planned out prior to the production.

Example social extensions were crafted which were all planned out prior to the production.

MY ROLE

Worked with strategy department to fine tune brief as part of the creative process.

Managed teams and gave creative direction.

Concept development and presented internally to a larger cross-functional departments.

Client facing presentations of the final work.

Storyboard and animatic building using programs like Adobe's AI program Firefly, Adobe Photoshop, Keynote and Power Point.

Oversaw production and post production of all content materials for every channel.

The stand out result was for Memorability, which outranked Sample Norms. In fact, Memorability scores for Super Cruise ranked higher than previously published Chevy ads over that last year.

Q1 2024, the Silverado line is currently leading the segment and is the fastest growing.

Following the Super Cruise campaign, the Chevy truck line saw a 9.3% increase in retail volume.