ROLE: ASSOCIATE CREATIVE DIRECTOR

A launch that treated a tweet as a real-world stunt—big enough to only be readable from the sky.

Most launches “tweet” the news. We made the launch a tweet: precision drivers carved the message into a dried lakebed so massive it had to be captured by helicopter.

Work

• “World’s Biggest Tweet” :60

• 360 experience (now private)

• Case study

My role
Co-created the concept with my creative partner, Joe Rinaldi, through finish with Leo Burnett Detroit and GMC.

• On-site for the full shoot: protected the idea, kept the footage “epic,” and managed real-time client needs without losing the film.

• In post: sat in edit, color, and sound sessions through delivery.

• Worked with legal/compliance during edit to ensure the story stayed clean and defensible (including moments where dust obscured vehicle read).

Proof

• Built at true physical scale: 2,500+ color-coded stakes + 110,000 ft of rope line; large enough to fit 270 football fields; shot from ~12,000 ft by helicopter.

• Partnered with Twitter to make the launch behave like a tweet first (not just a TV spot).

• Reported results: +22% increase in engagements, highest Yukon mention volume in GMC history, and CTR lift on Reddit and Pinterest (+52% / +12%).

Awards

The D Show — Shortlist — Integrated Campaign

AWARDS

D sHOW sHORTLIST - INTGRATED CAMPAIGN