CLIENT: CHEVROLET
AGENCY: WEBER SHANDWICK
ROLE: VP, CREATIVE DIRECTOR
A design-first tease: announce an SUV by teasing an actual blazer.
When tasked with teasing the all-new 2019 Blazer on Chevrolet social, we avoided the usual shadowy close-ups and built a fashion-led misdirect instead: a hand-tailored blazer styled like a spring lookbook and staged “in the closet,” letting the pun do the work while signaling the vehicle’s design priority. The tease did what it was supposed to do—people started over-reading the suit for “hidden clues” that weren’t actually clues, which kept conversation alive between posts.
Work
Social teaser concept and rollout anchored on a fashion-styled blazer “reveal”
Visual + copy system designed to read as lifestyle content first, automotive tease second.
My role
Developed the teaser idea and drove the social executions through approval and posting.
Proof
Earned coverage and commentary, including:
“Someone Give Chevy A Funny Award For Teasing The New Blazer Like This”
