Chevrolet
Client:
Chevrolet
Key Roles:
Creative Director, Editor, Producer
Year:
2018
CHEVROLET is an automobile manufacturer for which I created several national print, video, and social media posts. Working as a Creative Director at Blackfield, I created several of their early social media campaigns including the planning, filming, and editing of multiple commercial productions for a variety of national and local spots that reached both network television and social media.
The social media links to the left lead to some of the multi-channel content I made for Chevrolets "Nostalgia Americana" campaign. The video that's playing above is one I produced and directed specifically for a Fathers Day marketing campaign.
BRAND DESIGN: Chevrolet is a brand that people have already heard a lot about. So the biggest hurdle in developing content for them was to create something memorable that people wouldn't otherwise relate to Chevrolet with. When it came time to develop seasonal spots for their campaigns, I chose to go with more "slice of life" friendly content that featured real people in real "seasonal" situations that anyone could relate to. Buying a sentimental gift for Dad on Fathers Day, or planning to purchase the next familiy vehicle, are all experiences that most American families can relate to, so involving Chevrolet within them sounded promising, and proved to be successful. The "Fathers Day" ad above ended up getting national coverage despite originally being planned exclusively for the South West market. After it's success, I developed several more for Chevrolet based on the same approach, eventually creating their popular "Nostalgia Americana" campaign that integrated a visual narrative across traditional print, television, and social media while growing their Instagram page to over 1 million followers.
