RECENT PROJECTS
CADILLAC CELESTIQ
Get an inside look at the bespoke Cadillac Celestiq with Cadillac Design Director, Erin Crossley. This short video helped launch the Celestiq to automotive media and stylish enthusiasts everywhere.
CHEVY "NEW GENERATION" SUPER BOWL SPOT BEHIND THE SCENES
See how Chevrolet re-imagined and brought to life the iconic opening sequence to "The Sopranos" with the Silverado EV. I produced this behind-the-scenes featurette of the most surprising Super Bowl spot of 2022.
HOTEL SILVERADO
This is the story of Joey Miller. After his father was diagnosed with leukemia, Joey, an educator from Florida, gave up his dream of pursuing a country music career to support his family during their darkest time. In his father's memory Joey raised tens of thousands of dollars via Relay For Life for the American Cancer Society.
In partnership with ACS, Chevrolet wanted to honor this selfless individual and surprised Joey with the experience of a lifetime: an exclusive stay the Hotel Silverado inside the Daytona International Speedway - just a few hundred feet from the start/finish line - for the 2019 Daytona 500. This video was seen by more than 250,000 people in less than 24 hours and I was so proud to be a part of the story that I edited this piece myself. This was a finalist for the 2019 Shorty Social Good Awards.
3D PRINTING AT GENERAL MOTORS
When General Motors launched its Additive Industrial Center, its central hub for 3D printing, we knew it would be a great opportunity to explore the future of manufacturing and share how 3D printed parts are working their way into large-scale production workflows. I produced these two videos exploring just a few of the uses of 3D printing and the mission of the GM's 3D printing group.
Distilling complicated, knotty engineering-speak into quickly understood concepts and direct customer benefits was one of the most important things we did on this project. Also, I really love the tone, look and feel of this high-tech story. This is a great example of the docu-style, enterprise storytelling that I love to make.
2020 ROLEX 24 AT DAYTONA
The Rolex 24 at Daytona is America's premiere endurance sportscar race. As a huge motorsports fan, the chance to attend this race was a dream come true for me. To attend and document the first competitive running of the Corvette C8.R was nothing less than a historic opportunity. While at Daytona, I shot photos and videos for real-time updates to the Team Chevy social media channels. These are a few of my favorite shots from the weekend.
CHEVROLET X BRELAND: MY TRUCK
Most truck advertising looks the same. As a way to break through to a younger audience and showcase the life that’s possible when you drive a Silverado, we collaborated with musical artist and TikTok celebrity, Breland, to create a series of music videos using a reimagined version of his “My Truck” viral hit. We used these music videos to debut Chevy's TikTok channel and connect with an entirely new audience of potential customers.
Presented primarily as vertical, 9:16 videos on TikTok and Instagram Reels, the campaign blew past the expected benchmarks and also caught the attention of the hottest entertainment and music media alike. With more than 86 million views on TikTok alone, this made it it one of the most talked about non-traditional Chevy campaigns to date.
We created four total music videos - three :30 music videos highlighting three different trims and one 1:00 anthem.
CHEVROLET DESIGN SCHOOL
When the COVID-19 pandemic brought on school and daycare closings across the country, as a father of a three year-old, my mind immediately went to wondering how I would fill the hours of the day. Luckily, my son was also the inspiration. A huge car guy himself, I knew he would spend hours (well, more like dozens of minutes - but still) coloring great looking images of fast cars and big trucks. I immediately pitched it to our creative and account teams and by the end of the week we had launched Chevrolet Design School.
2020 CHEVROLET PRODUCT PHOTOGRAPHY
At the end of 2019, we looked ahead to 2020 and saw the need to "restock the pantry" with malleable, flexible, high-utility photography and video assets for Chevrolet social channels. We shot five vehicles over four days at multiple locations throughout Central California - an aggressive, fast moving schedule - and created more than 400 images and more than 60 short video clips that will be used in paid and organic posts throughout 2020. I've included a small sample of those assets here.
VIRTUAL HERITAGE WEEK / CRUSIN' THE USA IN YOUR CHEVROLET
For many in Michigan and the car enthusiast community, there's really five season: autumn, winter, spring, summer and Cruising. For 2020, we wanted to bring the thrill and fascination of a late summer car show to our digital audiences with a virtual week-long festival celebrating Chevrolet's history, vehicles and customers. For my production team, that meant creating more than a dozen videos exploring topics like Chevrolet's rich legacy of design, their hard working trucks, Chevy's long-running motorsports success, and of course, pulse-raising performance vehicles. As well, we profiled six iconic Chevrolet vehicles stored in the amazing GM Heritage Center.
In total, I produced more than 30 minutes of content across these assets. Did I mention we did it all, from pre-production to publishing, in less than three weeks?