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General Motors
As an Art Director on the GM business, I was in charge of content creation and storytelling across a wide-range of areas for GM Corporate, GMC, Chevrolet, Buick and Cadillac. I was tasked with creative work ranging from new-vehicle launches, B-roll shot-lists and capture, PR stunts, earned media moments as well as social media content creation/strategy.
Earned Media: ABC News, FOX News, Detroit News, GearJunkie & more...
@GM "ON A DEEPER LEVEL"
@GMC - SIERRA EV CRABWALK
It was July, 2024 and the hot trend was "On a Deeper Level" which took TikTok by storm. The trend circulated around content creators revealing their secretive/deep feelings that goes past a surface level answer. In a cheeky tone, dogs accounts even joined in "If you asked me how I feel about cheese". So of course, @generalmotors TikTok had to jump aboard and create a truck version.
Trend Identifier/Art Director: Maegan Williamson
Copywriter: Brady Fredricksen
ACD: Nate Paulson
GCD + ECD: Joe Gielniak + Matt Zelley
What started as a simple ask - to reveal the All-New Sierra EV and its CrabWalk feature, we decided to create an impactful moment in media as well as on the @GMC social channel to show the vehicle demonstrating this feature alongside the other CrabWalking vehicles in the GMC lineup; The HUMMER EV SUV & HUMMER EV Pickup.
To set the perfect scene, we filmed these vehicles dominating a snow-packed terrain with the Sierra Mt's in the background to nod to the namesake. We then had a procession of Hummer EVs perform CrabWalk together and right at the end, we revealed the Sierra EV coming out from behind the other vehicles masterfully navigating the environment.
This video is currently the most viewed and liked post on any GMC post across each GMC social platform. Currently in first place with 3.2 Million views, 232,000 likes and 74,000 shares just on IG.
Art Director: Maegan Williamson
GCD: Joe Gielniak
Production House: Local Boy
Art Director: Maegan Williamson
GCD: Joe Gielniak
ECD: Matthew Zelley
Agency: Weber Shandwick, IPG
@CORVETTE - STORY TREND
Throughout much of 2023 & 2024 IG stories have been filled with UGC sticker's where you add your own photo to a prompt. My writer and I decided that the iconic Corvette account should jump aboard the "old pic" UGC trend. Typically brand's don't add to these so this was a fun way to join in on the fun with a brand like Corvette. This was also timely because this was during the 100th Corvette Anniversary, which we pulled archived photos, which
we were able to use here.
Art Director: Maegan Williamson
Copywriter: Milan Sanghani
@GMC - SIERRA EV CRABWALK (FULL VERSION)
GM 2023 PROXY STATEMENT
I was asked to design the covers for the 2023 General Motor's Proxy Statement for our client. The ask of this year's proxy statement was to highlight their goal of moving towards an all-electric future, sustainability, employee spotlight and to feature their amazing all-new electric lineup. I explored multiple layout options and landed on this look which was a very clean and refreshed look , that focused on the pillars sustainability, vehicles, people and the future of electric vehicles.
Art Director/Graphic Designer: Maegan Williamson
GCD: Joe Gielniak
ZR1 LAUNCH BANNER + SHIRT
In honor of the launch of the 2025 Corvette ZR1, General Motor's asked us to create a T-shirt and banner for the Bowling Green Assembly plant where the first Corvette ZR1 rolls off the line for the launch date of July 2024. I created a banner that tied into the look and feel that our team created for social teasers of the launch, as well as the corvette branding.
Art Director/Graphic Designer: Maegan Williamson
GCD: Joe Gielniak
CADILLAC // ESCALADE IQ REVEAL
Cadillac asked our team to create a running footage package for the reveal of the 2025 Cadillac Escalade IQ for the launch event in New York City on 8/9/2023. I created the full shot list as well as storyboards for several location options. We landed on Antelope Island in Utah as a great place to show this code-red vehicle in a secluded yet stunning backdrop, while also showing EV range in an isolated location. Every shot was thoughtfully curated to show this iconic vehicle through storyboarding and brought to life on-set.
Art Director: Maegan Williamson
Group Creative Director: Joe Gielniak
VP Producer: Nathan Kostegian
Production: Local Boy
CADILLAC // LYRIQ MEDIA LOAN 101 CARD
Cadillac asked us to design a card showcasing all of the Cadillac LYRIQ highlights for influencers as they get this vehicle on loan to create content around this year in 2024. I designed a front and back piece giving a bulleted list highlighting all of the best in-vehicle features, EV range and stylistic design. This was a digital piece as well which linked our to vehicle walk arounds and how-to videos of the vehicle on the Cadillac website.
Art Director/Designer: Maegan Williamson
Group Creative Director: Joe Gielniak
DUET W/ BRELAND CASE STUDY VIDEO + WEBSITE DESIGN
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