GMC
Hummer EV Omega Edition
Elevating a limited-edition Hummer EV inspired by the mood, positioned to feel elevated and different from the standard release
Role
Creative Director
Led the visual direction and overall system across stills, motion, and post.
Worked closely with production, client, and 3D teams to maintain consistency through a complex and evolving production.
Insight
This wasn’t just another Hummer. It was a limited release.
So instead of treating it like a typical launch, the goal was to make it feel rare and intentional from the start.
Challenge
Create a campaign that felt premium and different, while dealing with tight restrictions, limited access to the vehicle, and production challenges, without losing what makes Hummer EV powerful.
Approach
We pulled things back.
Instead of pushing performance, we focused on the details, the finish, the way the car is revealed.
Everything was designed to feel more controlled and more intentional, closer to how you’d present a luxury object than a typical car launch.
Impact
2.6M+ organic impressions
2.7% engagement rate
Positive lift in brand sentiment among EV and luxury audiences
Execution
Design System
Material and Detail
Controlled Reveal
Form & Presence
Environment
