GM ONE Workforce
Multi-media Campaign
Agency: McCann Detroit
Project Overview:
Manufacturing employees are the heart and soul of General Motors, but they don't often get the recognition they deserve. We set out to create a campaign that puts them in the spotlight, celebrating their rich lives and passions. They're highlighted for both how they Earn a Living, and how they Make a Life.
My Role:
I was the Art Director on this campaign from ideation through launch. After establishing the look and feel, I created banners, print, OOH, storyboards, and did a touch of copywriting. I was also our photographers point of contact, choosing which photos we would use and beginning the retouching process.
Edited by Cutters Studio Detroit
OOH
Over 50 billboards across the US featuring employees that work in that region.
POSTERS
More than 150 featured employees from 38 GM facilities.
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DIGITAL BANNERS
Six employees featured across paid media channels
SOCIAL
:15 cut for sponsored stories
:30 cut for in-feed video
Paid static posts
THE TEAM
Creative Directors: Vijay Patil, Mychael Metcalf, Justin Trapp
Copywriters: Hayes Reed, Steve Goldsworth
Film Production: Station Film
Editing: No6, Cutters Studio Detroit