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@GeneralMotors & @GMenvolve
I am an Art Director on the Chevrolet social media team that brainstorms, ideates, storyboards, and collaborates to execute social-first concepts alongside my creative team from concept to execution stages. These concepts range from scrappy social-first posts to larger campaigns and 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.
Art Director: Maegan Williamson
GCD: Joe Gielniak
ECD: Matt Zelley
Agency: Weber Shandwick, IPG
Earned Media: ABC News, Good Morning America, FOX News and more...
@GMC SIERRA EV x CRABWALK
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.
On-set & Concept AD: Maegan Williamson
GCD + ECD: Joe Gielniak + Matt Zelley
"ON A DEEPER LEVEL" TREND
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
@CHEVROLET TRAX - 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 on the @chevrolet
social channels. 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
CADILLAC // ESCALADE IQ LAUNCH
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
@GMEnvolve - Social (B2B)
As an Art Director on the GM business, I am in charge of content creation and storytelling across a wide-range of areas. I have been tasked with creative work ranging from new-vehicle launches, PR stunts, earned media moments as well as social media content creation/strategy. As of 2024, our agency won the GM Envolve (GM fleet) social account. Envolve social media channels creating B2B content tailored to fleet managers and fleet decision makers. Our goal when taking over GM Envolve's social channels is to create engaging B2B content thats informative, sharable, snackable and human. While creating social-first content with current social trends that are relevant while also not straying away from professional B2B content. Since taking over we have increased engagement and channel following significantly each month.
UGC STORY CALLOUT
"HOLD MY CHARGER" TREND
"Hold my charger" is a play on the popular meme "Hold my beer" which indicates a sense of confidence and ego when said or an assurance that the action or behavior to follow will be successfully completed in an outstanding way. One tension we face with the Silverado EV is skeptics thinking it's not a capable work truck compared to a standard Silverado. So we leaned into a scrappy social approach to point out, indeed the SEV is a work truck and is more than capable of working on any job site.
Art Director: Maegan Williamson
Copywriter: Collin Magin
ACD: Josh Cyyccone
GCD + ECD: Joe Gielniak + Matt Zelley
"WITH SANDOR" SERIES
Let's hear about GM Envolve's EV lineup from the expert himself. Sandor, VP of GM Envolve. One of the goals this year is to create a presence for Sandor on the social channels and one of the most engaging ways to get information out on social in 2024 is using the green screen filter that has been soaring all over TikTok and Instagram. We created a mini-series showcasing the full lineup w/ Sandor as our content creator talking about all the best features on each model that will create business solutions for fleet managers and fleet decision makers when picking their fleet needs.
Art Director: Maegan Williamson
Copywriter: Collin Magin
ACD: Josh Cyyccone
GCD + ECD: Joe Gielniak + Matt Zelley
"EVs EXPLAINED" SERIES
In an effort to teach our audiences about what each EV is capable of we created a social mini-series "EVs Explained" which goes down the full EV lineup showcasing how each nameplate is capable for solving business solutions for fleets. From a stylish SUV like Blazer or Equinox for sales managers, Silverado EV for worksites, or EV Vans for fleet efficiencies. "EVs Explained" series is one of the top performing content pieces in terms of engagement on @GMEnvolve social channels.
Art Director: Maegan Williamson
Copywriter: Collin Magin
ACD: Josh Cyyccone
GCD + ECD: Joe Gielniak + Matt Zelley
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