From "Social Activation" to "Category Kill"

The Insight: Ford bet their entire brand on aluminum. We didn't argue with their data; we just did our own research.

The Strategy: A high-stakes, unscripted "stress test." No CGI. No safety nets. Just raw physics designed to make the competition look fragile.

Architected a high-risk, unscripted demonstration platform that transformed a technical debate into a viral cultural moment.

The Highlight: "Chevy Silverado became the top trending truck of 2015 on Google. Sales leapt 33.9% vs. 4.8% for Ford."

Impact

Chevy Silverado became the top trending truck of 2015 on google. Sales lept 33.9% vs 4.8% for Ford in the first month.

Shifted perception in a competitive market and reinforced Silverado’s strength story at scale.

Transformed a product claim into a highly visible, participatory brand experience.

Drove widespread social sharing and conversation, amplifying reach well beyond paid media.

Press and Recognition

• Adweek
• CNN
• USA Today
• Sports Illustrated

Honors and Awards

• Cannes Lions / Bronze / Activation
• Cannes Lions / Shortlist (x4)
• Effie / Bronze / Auto
• LIA / Silver / Social Media
• LIA / Bronze / Brand Content
• New York Festivals / 2nd Place / Branded
• Creativity A-List / Shortlist

Directed By: Zach Merck