CLIENT: GMC
AGENCY: LEO BURNETT DETROIT
ROLE: ASSOCIATE CREATIVE DIRECTOR
HUMMER EV Declassified
A modular running-film system designed to behave like a digital owner’s manual—shot once, deployed everywhere.
HUMMER EV’s features are legitimately complex. The goal wasn’t hype; it was clarity with brand-level craft. We built a film language that could hold up as a hero “running film,” while also breaking cleanly into modular chapters owners could actually use.
Work
Running Film & Cuts
Declassified Owner’s Manual: 19 published videos
My role
On-site across production; partnered with Leo Burnett Detroit and GMC through delivery. Led post-production finishing across the full manual: ran editorial and color sessions with post partners, set the consistency bar across chapters, and guided approvals through final client sign-off. Also oversaw the Declassified 3D intro/outro system from concept through creation with partner teams, and directed sound design reviews to ensure consistency and brand signature across the full chapter set.
Why it matters
This wasn’t “one film.” It was an owner-education system: repeatable demonstrations, consistent visual language, and a unified open/close + sound package that makes every chapter feel like part of one designed experience.
Awards
The D Show - Shortlist
HUMMER EV - “ELECTRIFIED” :90
Declassified Digital Owners Manual Examples