Author: mikeamuscat

Sports bring people together, especially family. We celebrated fandom (and family) with Ford and the NFL.

We were tasked with positioning GMC as a premium, one-of-a-kind brand. Precision was our way in, but we knew precision (i.e., engineering) wasn’t sexy and is difficult to convey to non-car people. We tapped into more familiar representations of precision with a unique and striking visual story.

We needed a traditional sales event campaign, but the master brand just launched a new brand campaign. How do we strike a balance between retail urgency and brand building? We found a way with a powerful insight focused on why people buy in the first place.

When everyone else was talking horsepower and “best in class” stats, we revived a legend with a visceral insight: guys gotta have it. We called it Hemi Envy.