Challenge: Despite technological leaps, Chevrolet was still perceived globally as old-fashioned. We needed a fresh, consistent content format to shift brand perception and celebrate the brand’s most powerful advantage: its ingenuity.
Idea: We launched Unlocked by Chevrolet, a global video series sharing real stories from Chevy engineers and designers. Told in the style of TED Talks and NPR, each episode offered practical wisdom and emotional depth—reshaping Chevy as a brand of human ingenuity.
ep.1
Meet Josh Smith, a Red X engineer at Chevrolet, who draws unexpected inspiration from his daughter’s chronic ear infections. In this episode, we explore how Josh applies a powerful comparative analysis technique to unlock some of the brand’s most complex engineering challenges.
ep.2
Ven Lai, Lead Designer at Chevrolet, believes that wandering—whether through travel or imagination—unlocks new ways of seeing. Her approach shows how stepping away can bring us back with sharper perspective.
ep.3
Exterior Lighting Engineer Kayla McDonell turns to writing when she hits creative roadblocks. Her story reveals how stepping into something you love can help illuminate the path forward.
ep.4
When asked to tune the ZR1, Charlie Rusher didn’t ease into it—he went straight to the extreme. His philosophy: pushing limits opens the door to possibility. Sometimes, you have to go all the way out to see your way back.