After 90 years with the same advertising agency and a terrible bankruptcy, Chevrolet knew that they needed to shake things up a bit. I worked closely with the team at Publicis Seattle and Publicis Dallas to define their new brand during very rigorous 2 months of pitching. I put together a mood board at the beginning of the process that defined my vision of what the brand should be. I wanted to bring a sophisticated, fresh and modern point of view to the brand. Something that felt optimistic, aspirational and absolutely beautiful. The group at Chevy resonated with the boards on many levels – to them, it was the future of Chevy. Along with the blood, sweat and tears of many dedicated people, Publicis was awarded one of the largest accounts in the world.

We kept our eyes on the future of Chevrolet and how we could help restore the relationship between the American people and the ultimate American brand.

During the 6 months that Publicis had the account I brought my vision of the brand to life. Myself and Erik Moncaleano ran the entire print campaign from conception to final delivery. We shot over 16 print ads that each had unique locations, vehicles and copy. Each location was carefully considered to fit both the concept of the ad, but also the look and feel of the new brand. I worked directly with the photographer and art department to ensure that each location had the perfect balance of color, composition and lifestyle. We mainly shot in Northern California to get the lush greens, bright yellows and a reasonable amount of sunshine.

We worked with the insanely talented Jeff Ludes to bring the brand and cars to life. His photography stood out to us over hundreds of other car photographers because his work has a consistently optimistic and bold tone. His exquisite use of light and color made the sheet metal shine and the backgrounds pop – he was a perfect fit for the new Chevy brand.