This campaign to reveal and launch the all-new GMC Canyon spanned two large productions over two years – one with a high security vehicles and the other with a multi-day documentary journey with some of the country’s top Overlanders.

The goal of both projects? To solidify the Canyon’s reputation as the “Official Vehicle of Nowhere” and directly compete with the Toyota Tacoma, who had topped this segment for decades.

For the Canyon’s Reveal, we recruited overlanding expert Michael Murguia to review the truck from his own unique perspective. The production itself was a challenge, a two day shoot with vehicles that hadn’t yet been released to the public, x10 features to capture and a 5+ min walk around and interview with our influencer talent. This was just the start of campaign that spoke directly to the heart of the Overlanding community.

For the Launch phase, we wanted to capture the magic of Overlanding with real people really roughing it and relying on the Canyon AT4X all the way. So, we partnered with four outdoor adventure influencers and an award-winning director duo to film a stunning documentary about the importance of Finding Nowhere. This x5 day trek into remote areas of southern Utah required a nimble production crew who was up for anything, including sleeping in tents overnight, complex logistics spanning two crews, x4 state and federal parks, and a mobile production caravan that was constantly on the move.

In the end, we not only won the hearts of the Overlanding community, but we also established the Next Generation Canyon as “The Official Vehicle of Nowhere”.

Buick tasked us with creating an eye-catching piece of social content to attract a broader audience.

We partnered with a Digital Street Art studio to produce a hyper-real environment, marrying a practical backplate with CGI vehicle and art elements. The end result pays off the “Exceptional by Design” messaging, exhibiting the Buick Envista as a true piece of art.

Somewhere way out there, beyond the boundaries of modern civilization, is an untapped, unspoiled and unbelievable place called “nowhere” - and you won’t find it on a postcard or a travel brochure. Getting to the middle of nowhere is what every Overlander on the planet is trying to achieve, and the Canyon AT4X is the best way to get there.

GMC is going all-in on one type of off-roading – Overlanding – to enable deeper, more credible storytelling. Canyon AT4X was made for it. It’s the jack-of-all off-road trades, has Overland-specific features and a large accessories portfolio.

This production was a tough one. Showing off-road capability on an embargoed truck made locations and logistics a challenge, but I’m proud of the manifesto and vehicle walk-around pieces that made this vehicle reveal so successful.

Crabs are the only things in the world that naturally walk sideways to get from A to B. That’s their claim to fame. If there was another beast that could crab walk, they’d definitely want to see it for themselves. This creative tells a story of a consortium of crabs on a journey toward the familiar. They migrate from the beach through a city, and we see captivation and awe from the humans they travel past. They finally make their way to LeBron James in the HUMMER EV, as he demonstrates the vehicle’s CrabWalk feature, to the delight of the consortium.

This production involved heavy CG - backplate capture, custom crab models and expertise from Framestore LA to bring these characters to life.

LeBron James is a force to be reckoned with on and off the court, and needs a ride that lives up to his success. Enter the GMC HUMMER EV Pickup, an all-electric supertruck, that takes LBJ on a ride to his game. In this work, we feel the HEV’s speed & precise power and experience its’ impressive features through LeBron’s ‘day-in-the-life’.

This x2 day production included beautiful night driving footage in downtown LA, a green screen setup in a parking garage, and an efficient, almost choreographed day with LBJ’s team.

Creating the ‘World’s Biggest Tweet’ takes massive planning. At more than 12 football fields tall, the 0.7 square mile message in a dry lake bed required more than 2,500 color-coded stakes meticulously placed by hand into the ground, 110,000 feet of rope line to help guide our precision drivers, and 10 Yukons outfitted with custom spiked chains on tires in order to create the tracks.

With all of the logistics, technical expertise and teamwork needed to pull this off, the production of this spot is best summed up in the tagline of the spot, “Live Big.”

This fun piece of social content shows the HUMMER EV CrabWalk-ing through a few off-road scenarios, moving diagonally past obstacles. The worlds are fully CG and incredibly detailed, which brings this story to life.

Off-road has a new attitude with GMC’s ‘AT4’ sub-brand. This lineup of trucks and SUVs has features specifically designed for a premium off-the-trail experience, like an unparalleled 4-wheel drive system, specialty tires and red tow-hooks.

The x6-day shoot in Moab and Colorado was a fun challenge. Every location was remote and helped tell the story of capability.

2020 was the year of challenges…like producing a co-branded spot during a global pandemic. Our team rose to the challenge, creating broadcast, digital and social content for Buick and Amazon, highlighting the “Alexa Built-In” feature on the new Encore GX.

In order to keep talent safe in this COVID era, we separated them with a custom plexiglass barrier so they could still perform dialogue next to each other. With a great DP and VFX partner, you’ll never notice in the final cut.

Buick’s Encore GX has the features to help you keep your confidence, even in life’s stressful moments. I produced all aspects of this project, from vendor selection, project scope, bidding, production and post.

These spots are a continuation of Buick’s national brand work, and focus on the everyday but extraordinary features that help owners be themselves. I managed animatics, vendor selection and bidding, production, edit and finish. Holiday spots were also included in this scope.

What do you get when you put a limited budget and schedule, the Pacific Coast Highway and branded social media concepts together? One heck of a shoot day. These pre-roll Twitter spots capitalize on the the integration of the Buick Enclave within a popular television show, and created immense success with regards to views and brand affinity for our client.

For this project, I managed vendor and director search, bidding, creative development, pre-production communication, set and post supervision.

My work with UDIM is twofold - the first being producing a digital video campaign showing the place milk within a family around the dinner table and the second is producing experiential materials for Michigan’s largest races and passing out chocolate milk to tired racers.

I managed creative development, client communication and on set supervision for this project.

In order to help new GX owners better understand their vehicle, we created 35 How-To videos that were both entertaining and full of helpful information for both YouTube and Buick.com.

I produced all aspects of this project, from production and editorial vendor selection, to creative development, set supervision, post and finish.

In a joint venture with Jack Morton, we created content with Lamorne Morris, the Dean of Fandom U, to extend Buick’s NCAA experiential work to social media audiences across the country.

I managed director and vendor search, production and post bidding, creative development, set supervision, talent negotiations and post schedule for this project.

By capturing content on a B Set during a broadcast TV shoot, my social team was able to garner far more still and video assets than shadow-shooting the main set. That footage, along with the broadcast footage, helped create a separate set of social videos that aligned with the broadcast creative but was tailored to digital platforms. I managed the set and post production for this project.

I have produced dozens of stills and micro video content shoots for Buick’s social media channels. This social-specific content continues to change the overall visual social strategy for the brand.

For each, I found photographers/videographers, negotiated contracts, scouted and permitted locations, managed props and wardrobe, supervised sets and post production.

Buick’s NCAA sponsorship supports many sports championships throughout the year, but none have more viewers than the College Football and Basketball Championships. We partnered with influencers for both events to inspire college fans across multiple social channels to celebrate their fandom and check out Buick’s fresh lineup of redesigned vehicles.

For NCAA Basketball, Actor Josh Peck and team traveled on the “Road to the Final Four”, a dynamic road trip shoot from LA to Joshua Tree National Park, capturing content along the way.

Additionally, we partnered with a dog influencer, @Reagandoodle, to create adorable basketball content aimed at our furry fans.

For football, Josh attended the championship weekend in Tampa and captured/posted custom content for his and Buick’s channels. 

in both programs, I managed talent contract negotiations, creative development, location scouting, on-set supervision and post production.

CATA man is here to save the day! With a “always on” campaign strategy, the Capital Area Transportation Authority’s illustrated superhero reminds Lansing residents of all kinds, that transportation help is only a bus stop away.

Animated in-stadium signage for Michigan State University football, basketball and hockey arenas.

I managed vendor selection, bidding, creative development, on-site review and delivery.

When a community’s health care safety net is in jeopardy, the only route for sustained public funding is a multi-faceted public relations strategy. I produced testimonial videos, legislative and voter outreach, media coverage and collateral for this award-winning (and vote-winning) campaign.

These social videos were captured on the broadcast B set, and were posted on Buick’s channels as well as our two celebrity talent’s for a robust multi-faceted Super Bowl ad campaign.

I produced the editorial side of this project, from editor selection and bidding to post work in a very tight timeframe.

At the New York International Auto Show, Buick revealed the completely redesigned Enclave and Avenir sub-brand at an exclusive PR event. That event was broadcast live across Buick’s social channels through a Facebook Livestream. We took it a step further and made the livestream interactive, where users from across the U.S. and Canada could answer polls and share comments in real-time on Facebook, while still watching the reveal.

I managed vendor/director selection and bidding, on-site technical and set support and editorial for additional deliverables.

Using Americana Road Trips as our theme, we connected each Buick vehicle to an area of the country that would highlight the vehicle's key product attributes. Each shoot would be devoted to one nameplate and one iconic American landscape. 

During this 6-month program, Instagram influencers were chosen based on their reach, photography aesthetic and audience. We captured social content from each photographer for social/digital use and had each post on their Instagram channels on behalf of the Buick brand. 

I managed RFPs, bidding and contract negotiations with influencer agencies, selected photographers, remotely scouted and permitted locations and managed the sets.

The 2017 Sport Red Cascada is a whole new shade of convertible. This one-off influencer program with LA-area photographer Kat Westerman revealed the new Cascada’s style through the trendy LA lens during the LA Auto Show.

I produced photographer and model selection, influencer agency contract negotiations, searched for and permitted locations and managed the set on this one-day shoot.