Torque, Traction, and Tone: How I Helped Chevrolet Rev Its Brand Engine
If you’ve been anywhere near a track, trail, or TikTok lately, you’ve seen it: Chevrolet is hitting redline on brand relevancy. And I got to ride shotgun for the whole damn thing.
As a creative working across Silverado, Corvette, and Chevy’s expanding EV lineup, I didn’t just slap taglines on tailgates—I helped shift how America’s most iconic automotive brand shows up in culture. Whether it was bringing torque-heavy beasts like the ZR2 to life or reinventing performance icons like the Corvette Z06, my work helped steer Chevy’s voice into the fast lane.
We went wide and deep—building emotional resonance for the Silverado EV, redefining luxury muscle for the Corvette 70th Anniversary, and translating truck toughness into full-blown internet iconography with campaigns like Walter the Cat.
You name it—we hit it:
⚡ EV Storytelling that proved electric doesn’t mean emotionless.
🏁 Performance Heritage that honored racing DNA without aging out.
🛻 Truck Culture Fluency that spoke to off-roaders, ranchers, overlanders, and city haulers.
🎯 And a unified tone that worked across YouTube, TikTok, Super Bowl spots, and IRL events like the CMA Fest Chevy Stage.
This wasn’t about marketing muscle cars. This was about brand traction—from startup torque to cultural velocity.
Working alongside Commonwealth//McCann, I contributed to work that’s got creative fingerprints from legends like Gary Pascoe, Duffy Patten, Dave Mueller, and up-and-coming dual-threats like Jack Rogosin. Together, we didn’t just sell trucks—we helped Chevy rediscover its roar.
