THE CHALLENGE: 
Most automotive companies talk about converting their vehicles into electric, but end up only changing only 1 or 2 models at a time. What GM has created is the Ultium Battery System that allows multiple configurations of their electric battery so it can conform to any shape, size or need. Prior to this, a battery was designed, then a chassis was created for that battery shape, then multiple vehicles were designed for that chassis. That’s why all of TESLA’s vehicles are similar.

To announce their breakthrough in technological advancement, they felt this was time to reinvent the entire brand. After all, in 2 years they were going to introduce as many as 28 vehicles at once that embodied the Ultium Battery System. This alone would help accelerate the story of their electric future.

MY ROLE: 
This was a great example of what our network created acting as a unified agency. Our North American CCO heading creative, myself and him overseeing creative, design, and experiential teams in Toronto, Atlanta, and New York, account service based out of Toronto, New York and St Louis, working directly with McCann Detroit (and its Deputy Global Creative Director), Craft Global, and GM global. I helped ideate, oversee, and manage the work from brief to finished product.