role: Associate Creative Director

Don’t tell people what it can do—let them drive it where performance is the point.

Introducing an all-electric supertruck to an audience that values capability, speed, and utility meant avoiding “car ad” language. So instead of explaining the HUMMER EV, we put it inside a world-scale game launch—making the test drive the content and letting players experience the vehicle where performance is the point: in Warzone.

My role

Concepted the :60 script; ideation across deliverables; partner working sessions/reviews with Activision.

Proof

Partnership announced Sept 15, 2022; HUMMER EV positioned as the first all-electric vehicle in the franchise and playable in Warzone 2.0.

Warzone 2.0 launched Nov 16, 2022 (free-to-play launch as part of MWII Season One).

Awards

The One Show — 2024 Gaming Merit (Brand Integration) for “The 18 Million Person Test Drive”

The D Show — 2024 Silver (Branded Entertainment) for “18 Million Person Test Drive”

The D Show — 2023 Black (TV/Cinema :60+ / single) for “Call of Duty”