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@Chevrolet Social
As Art Director on the Chevrolet social media team, I brainstormed, ideated, storyboarded, shot and executed social-first concepts alongside my creative team from concept to execution stages. These concepts range from scrappy social-first posts to larger campaigns as well as new vehicle launches. Each of these pieces takes inspiration from current social trends and current topics that ladder back to our brand and vehicles on social across platforms.
Earned Media: ABC News, Good Morning America, FOX News and more...
Art Director: Maegan Williamson
GCDs: Liz Newman + Joe Gielniak
ECD: Matt Zelley
Agency: Weber Shandwick, IPG
@CHEVROLET
#CHEVYEVSONGCONTEST
Trucks have been a part of country music history for decades. Even more specifically, Chevy trucks. So Chevy asked our team to help bring their new EV truck into the country music space. We taped Country Star, Breland to
co-create The-First Ever Electric Truck song. Along with TikTokers who submitted entries to write their own 2nd verse to the song. We had thousands of entries, 11.8 Billion Hashtag views and the contest was even featured on
Good Morning America, ABC, and Hulu! See full project
Art Director: Maegan Williamson
ACD Copywriters: Liz Hill + Melissa Noble
GCDs: Liz Newman + Joe Gielniak
FAST TRAX YOUR FUTURE CONTEST
In honor of The All-New Chevy Trax launch, we offered someone the role of a lifetime, to become Chevy's Lead Dream Chaser via a contest called "Fast Trax Your Future". Contestants entered submissions about their dreams and how 3-months in the All-New Chevy Trax plus $100,000 will help them achieve their dreams. To help call upon dream chasers, Kickstarter's CEO, Everette Taylor helped kick off the announcement on Social Media. The announcement attracted over 24 Million viewers via TikTok + 1,000s of submissions. See full project
Art Directors: Maegan Williamson + Taylor Gabrish
Copywriters: Brady Fredricksen + Nate Paulson
CDs: Nate Paulson + Liz Newman + Joe Gielniak
FAST TRAX YOUR FUTURE- FINALISTS
In response to Fast Trax Your Future, we received thousands of submissions to be Chevy's Lead Dream chaser. The contest was narrowed down to five finalists who we featured on Chevrolet's social channels utilizing UGC content around each contestant. See full project
Art Directors: Maegan Williamson + Taylor Gabrish
Copywriters: Brady Fredricksen + Nate Paulson
CDs: Nate Paulson + Liz Newman + Joe Gielniak
TRUCK TO TABLE + @JONATHAN.BBQ
What began as a simple ask - create a social piece showing off the All-New Silverado HD, while showing how the truck brings the comforts of home to the campsite - ended up as a tasty influencer collaboration. Anchored by an insight that campers want to elevate their trailside cuisine, we partnered with social media pitmaster Jonathan Jones to create a how-to cooking video that shows off how the Silverado HD's features bring this cuisine to the table. In tandem, we created a full recipe card series on Chevrolet's Pinterest, with Jonathan. See full project
Art Director: Maegan Williamson
Sr. Copywriter: Brady Fredricksen
CDs: Melissa Noble + Joe Gielniak + Matt Zelley
CHEVY TRAX + @BLVCKHOODIE
While working on the reveal of the All-New Chevy Trax, our creative team had the idea of partnering with social media fashion influencer, @blvckhoodieee to lean into the sleek styling of the All-New Chevy Trax and create one of his outfits inspired by the design of each trim of the new vehicle in "RS" and "ACTIV". Post-launch, our influencer team at Weber was able to secure the influencer partnership and create an inspired Trax look with @blvckhoodieee.
Art Directors: Maegan Williamson + Taylor Gabrish
Sr. Copywriter: Brady Fredricksen
CDs: Nate Paulson + Liz Newman + Joe Gielniak
Weber Detroit Influencer Team
TRAX CONTEST + @CLAIRE&PETER
After the announcement of our Fast Trax Your Future contest, influencers Claire and Peter posted a TikTok calling on dream chasers to submit their own UGC entries for a chance to be Chevy's Lead Dream Chaser.
Art Directors: Maegan Williamson + Taylor Gabrish
Sr. Copywriter: Brady Fredricksen
CDs: Nate Paulson +Liz Newman + Joe Gielniak
Weber Detroit Influencer Team
#ASMR STOCKTOK / EQUINOX
#Stocktok and #ASMR videos are booming in popularity on TikTok as they are not only visually interesting but also soothing to listen to. Chevy asked us to create a social piece that showcases the storage capabilities of the Equinox. So why not show these capabilities with DIY hacks as well as pairing each compartment with soothing ASMR.
Art Director: Maegan Williamson
Copywriter: Collin Magin
GCDs: Liz Newman + Joe Gielniak
WEIRD FLEX, BUT OKAY...
TikTok + Meme creators have been making content online that calls out "weird flexes" aka quirky/unique hobbies or interests. The Silverado EV is the first ever Chevy all-electric truck with a MultiFLEX mid-gate feature and 10ft cargo space. So we created a mini-series of "weird flexes" that also shows off the impressive cargo space by filling it with unusual items that would be a weird flex. This mini-series featured five videos across TikTok, and Meta platforms. Each showcases different weird flexes.
Art Directors: Maegan Williamson + Paige Rosas
Copywriter: Erin Townsend
GCDs: Liz Newman + Joe Gielniak
TELL ME W/O TELLING ME
In 2023, a booming social trend was "Tell me w/o telling me" This is where you show/describe adjectives about something or someone without outright saying what it is you're talking about. In this video, we tapped into truck culture and showed muddy terrain, beefy tires, and off-roading paths as well as other things a Colorado driver may experience while driving a Chevy Colorado.
Art Director: Maegan Williamson
Copywriter: Milan Sanghani
GCDs: Liz Newman + Joe Gielniak
TRAVERSE-TIME-OFF (TTO)
In honor of the reveal of the All-New 2024 Chevy Traverse, we created a social sizzle, by telling the story of people experiencing all of life's adventures with their family/crew. We leaned into the "Out of Office" phenomenon which is the rush of unplugging and being able to disconnect from devices/work and reconnecting with adventure. So we created, TTO: Traverse Time Off. Where Chevy followed suit and disconnected from social media after revealing three teasers stating that something big is coming on 7/17/23 but until then...we're on TTO. On the 17th, we dropped our reveal video where we utilized popular TikTok #CarTransitions which has over 80.1M hashtag uses. With these transitions we were able to creatively reveal the Traverse story that's no longer just about getting from point A to point B - it's about taking time to stop and enjoy life's moments with your family and friends.
Sr. Copywriter: Brady Fredricksen
Art Director: Maegan Williamson
CDs: Josh Cyccone, Devin Polaski, Joe Gielniak + Matthew Zelley
BLAZER EV LAUNCH
Chevrolet released the All-New Blazer EV in July, 2022 and they asked our team to create a social piece to tell the story of Blazer EV in three pillars: Design, Performance and Technology. We selected 3 influencers that could relate to these pillars. Daniel Suarez, a Chevy NASCAR driver who adds a unique perspective on the history and spirit of Chevy racing. Auora James, a Fashion Designer who adds authentic reactions as she admires the thoughtful design and details of the vehicle. Lastly, Judner Aura a tech influencer who breaks down the features of this new in-vehicle tech.
Art Directors: Maegan Williamson + Paige Rosas
Copywriter: Erin Townsend
CDs: Jenne Webster +Joe Gielniak + Liz Newman
THE MOST ELECTRIC BBQ-EVER
ALL-HALLOWS EV
IT'S POPPIN'
The ask was to create engaging summer content around the excitement of the First-Ever Silverado EV in the summer of 2022. This piece focused on the impressive cargo space and more specifically, the 10ft long storage space in the truck bed. We created the "Most Electric BBQ Ever" by loading the truck bed with outdoor party essentials - with a twist. Items were over 10ft long to highlight the truck's impressive capacity. Items included a giant sub sandwich, a charcuterie board, picnic tables, and more.
Art Directors: Maegan Williamson + Paige Rosas
Copywriter: Erin Townsend
GCDs: Liz Newman + Joe Gielniak
It wouldn't be Halloween without Jack-O'-Lanterns.
We decided to charge up the night this Halloween and create a Chevy Bowtie pumpkin that lights up the night when plugged into an EV charger.
Art Director: Maegan Williamson
Copywriter: Milan Sanghani
CDs: Ryan Simpson + Liz Newman + Joe Gielniak
Chevy asked us to create fun and engaging summer content around the excitement of the First-Ever Silverado EV. They wanted to highlight the impressive cargo space including its E-Trunk aka "The Frunk". Since July is National Corn Month, we created the Ultimate Popcorn Bowl and movie powered by our Silverado EV.
Art Directors: Maegan Williamson + Paige Rosas
Copywriter: Erin Townsend
GCDs: Liz Newman + Joe Gielniak
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