GMC
Road to the Ring
Reframing Hummer EV through performance and culture
Creative Director
Led concept development, visual direction, and content system design across film, social, and campaign assets.
Directed cross-functional teams across production, client, and delivery.
Role
Performance drives EV adoption, but most brands communicate efficiency over emotion.
Insight
Position Hummer EV as a symbol of speed, control, and cultural relevance.
Challenge
Built a performance-led content system around Ryan Garcia’s training journey, mapping product attributes to athlete mentality.
Approach
27M+ views.
11x engagement vs benchmark.
Hummer EV reservations sold out.
Impact
