EV campaigns talk about efficiency. They optimize for rational buy-in — range, charge time, sustainability. But Hummer EV was never a rational purchase. It's a 1,000-horsepower statement. The audience we needed to reach wasn't looking for a practical EV. They were looking for something that matched their identity. The insight: performance culture doesn't follow specs. It follows people.

Position Hummer EV as a symbol of speed, power, and cultural credibility — without losing the product story — and build a content system that could scale across paid and organic at the same time.

We built the campaign around Ryan Garcia's training camp. Not a sponsorship. A content system. Every piece was designed to map a product attribute to an athletic one — acceleration to explosiveness, control to footwork, presence to the car just sitting there. We shot enough to sustain an entire campaign arc: hero film, social cutdowns, stills, GIFs, platform-specific formats. One production. One clear idea. Everything else was built to scale from it.

• 27M+ views | $0.08 cost/view

• 200K+ engagements |11x GMC average

• 11.1M organic views driven by Ryan’s audience

• Reservations sold out in 10 minutes