ROLE: ASSOCIATE CREATIVE DIRECTOR

Super Cruise, sold through a simple, human truth: everyone claps to that song.

Instead of over-explaining driver-assist tech, we built the launch around a behavior the audience already knows by muscle memory. If you’re on the way to the concert and your hands are busy keeping the beat, hands-free driving suddenly feels not just impressive—it feels useful.

Work

• Launch film built around the clapping behavior as the “demo”

• Versions/cutdowns adapted for multiple placements

My role
Co-Created the concept with my creative partner, Joe Rinaldi, responsible through finish with approvals via ECD and client sign-off.

• Owned casting and wardrobe through selection and final approvals

• Sat in edit, color, and sound sessions; guided finish with partner teams

• Protected the central demonstration idea across revisions so the spot stayed clear and culture-native