In 2015 Ford was announcing the release of a new F-150 with a game-changing, all-aluminum truck bed. This spelled bad news for the Chevy Silverado, with its high-strength, roll-formed steel bed. We had to get ahead of the game, cast doubt on aluminum, and prove to the world that truck guys actually prefer steel over aluminum. But we couldn't just tell them. We had to show them. So we built a testing facility, put 12 truck guys in a room with 2 metal cages, and let the cameras roll. Oh yeah, and there was a 750 lb. grizzly bear.
2017 2nd Place in New York Festival — Best use of Media/Branded/Events
2017 One Show Merit — Direct Marketing/Immersive/Installations
2016 Cannes Bronze Lion — Promo & Activation (Guerilla Marketing)
2016 Cannes Shortlist — Promo & Activation (Cars and Automotive)
2016 Cannes Shortlist — Outdoor (Interactive Outdoor Experience)
2016 LIA Silver — Social Media
2016 LIA Bronze — Branded Content
A campaign that deals with the hardships every parent faces, when it comes to talking to their kids about going to “The College for Creative Studies.”
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Chrysler Super Bowl anthem spot.
."America's Import" Is there anything more American than America? 'Cause you can't import original.
Cannes Lions Finalist
Featured in Archive Magazine
D show best in show
The 2014 MLB World Series ended with a moment that we turned into gold. And silver. And bronze.
2015 Cannes Gold Lion — PR - Rapid Response
2015 Cannes Silver Lion — PR - Crisis
2015 Cannes Bronze Lion — Media - Cars & Automotive
2015 Clio Gold — Integrated Campaign
2015 One Show Silver — Interactive
2015 One Show Bronze Pencil — Integrated Campaign
2015 D&AD Wood Pencil — PR/Best Reactive Response
In order to celebrate Chevy's 100-year truck anniversary, we dug into the archives and took a ride in the way-back machine to craft a new piece using all the old Chevy truck commercials that held true to the message of dependability that Chevrolet has stood by for a century.
2018 Bronze LIA Award (Sound Editing)
2018 Bronze Cresta (Sound Design)
2018 Bronze ADC cube (Television/Film/Online Video Commercials – under $100K – Single)
2018 New York Festival — Bronze (Film Craft / Sound design)
For the Sports Illustrated Swimsuit Issue, we did a simple print execution that placed the emphasis on the Ford Mustang. We gave the model a fake name. (Dalena Henriques.) We knew that there were a lot of red-blooded American males out there who would probably google the fake name hoping to find more revealing pictures. So, we created a fake modeling portfolio at dalenahenriques.com, with pictures that also placed the emphasis on the Ford Mustang.
You go to YouTube. Find the video you want to watch. Click it. And then, boom - you're hit with an ad! It's the worst, right? Well, we did our best to make them entertaining at least... Check out these "annoying" videos for the Chevy Cruze & Malibu.
When we pitched Warrior, we did something they didn't think was possible. Summed up everything they stood for in three words.
With an aluminum truck bed, the Ford F-150 was suddenly lighter and faster, with increased towing power & fuel efficiency. But was it stronger? The Chevy Silverado was inclined to think not. In order to prove steel is still the stronger choice for a truck bed over aluminum, we performed two drop-style experiments in front of real truck guys - and literally poked holes in Ford's aluminum campaign.
We even cut a fun parody that never aired, but is worth a watch.
That's right! Real alligators. Three of them. All to prove a simple point: With surround vision in the Chevy Equinox, it's no big deal when danger tries to sneak up on you. Or is it?
Some spots we worked on from the Chevy real people not actors campaign.
A Jeep twist on a holiday classic.
Detroit has been barraged by bad news for years: The crime rate, the economy, poverty. Negative newspaper headlines have become commonplace in the Motor City. So for the United Way's annual fundraising campaign, we realized a big dose of optimism was needed. We asked Detroiters to donate today for brighter headlines tomorrow.
When Ford redesigned the Explorer, naturally people had questions. And the best thing you can do with a question is answer it. In Explorer Live, people asked about the new Explorer on Facebook and we responded with daily videos, filming over 150 of them in six months. Here are a few along with a case study.
If you had 24 extra hours to do something nice for someone who deserves it, what would you do? We used Leap Day as an opportunity in 2016 to surprise a handful of people who were deserving of a little extra love. The campaign leaped beyond just the one day activation - and turned into a movement for other great moments using #DayItForward - which was the campaign idea and tag I came up with.
North American car dealerships are notorious for being shady. So, we called them up, grilled them on SUV features, and recorded everything. Turns out, when it comes to comparing the all-new Chevy Equinox, there is no comparison.