Chevrolet

Brand & Content Operating Systems

Chevy Social

Always-on social creative for Chevrolet’s North America channels, built to move quickly without losing brand control. The work combined weekly content leadership with selected tentpole pieces across product, performance, entertainment, events, and campaign extension.

Role •

VP, Creative Director

Year •

2018

The Problem

Chevrolet needed to move through social with content-brand speed and automotive-brand discipline.

The work had to support daily channel needs, product stories, campaign extensions, cultural moments, event coverage, entertainment partnerships, and customer-facing communication.

The challenge was balancing speed, variety, and platform fluency with consistency, product accuracy, legal review, visual standards, and reputational control.

The Idea

Treat always-on social as a creative operating system.

Instead of building isolated posts or one-off content moments, the work needed repeatable structures: planning rhythms, modular formats, production standards, visual and voice guidance, approval discipline, and asset systems.

That gave Chevrolet a way to turn brand, product, culture, and campaign inputs into coherent public behavior across channels.

The Execution

The work operated as a social creative system: weekly planning, platform-native production, modular asset development, approval discipline, cross-agency coordination, and brand stewardship across Chevrolet’s North America social ecosystem.

Weekly creative cadence

Led a weekly rhythm for planning, reviewing, producing, and delivering social content without letting speed erode craft or control.

Visual and voice standards

Modernized design and voice guidance so the brand could show up with more coherence across product stories, campaign extensions, cultural moments, and daily channel needs.

Social-first production

Oversaw photo and video production built for platform behavior from the start, with coverage, framing, safe zones, and edit structures planned before capture.

Cross-agency coordination

Collaborated across six sister agencies to translate broader 360° campaign assets into social-first executions.

Modular asset system

Content was captured and structured to move across 16:9, 1:1, 2:3, 4:5, and 9:16 formats without feeling like simple crops.

Review and stewardship

Built lightweight governance across briefing, approvals, QA, and delivery, helping the team reduce rework, protect product accuracy, and respond appropriately during sensitive public moments.

Weekly creative cadence

Led a weekly rhythm for planning, reviewing, producing, and delivering social content without letting speed erode craft or control.

Modular asset system

Content was captured and structured to move across 16:9, 1:1, 2:3, 4:5, and 9:16 formats without feeling like simple crops.

Cross-agency coordination

Collaborated across six sister agencies to translate broader 360° campaign assets into social-first executions.

Social-first production

Oversaw photo and video production built for platform behavior from the start, with coverage, framing, safe zones, and edit structures planned before capture.

Visual and voice standards

Modernized design and voice guidance so the brand could show up with more coherence across product stories, campaign extensions, cultural moments, and daily channel needs.

Review and stewardship

Built lightweight governance across briefing, approvals, QA, and delivery, helping the team reduce rework, protect product accuracy, and respond appropriately during sensitive public moments.

Weekly creative cadence

Led a weekly rhythm for planning, reviewing, producing, and delivering social content without letting speed erode craft or control.

Social-first production

Oversaw photo and video production built for platform behavior from the start, with coverage, framing, safe zones, and edit structures planned before capture.

Modular asset system

Content was captured and structured to move across 16:9, 1:1, 2:3, 4:5, and 9:16 formats without feeling like simple crops.

Visual and voice standards

Modernized design and voice guidance so the brand could show up with more coherence across product stories, campaign extensions, cultural moments, and daily channel needs.

Cross-agency coordination

Collaborated across six sister agencies to translate broader 360° campaign assets into social-first executions.

Review and stewardship

Built lightweight governance across briefing, approvals, QA, and delivery, helping the team reduce rework, protect product accuracy, and respond appropriately during sensitive public moments.

System in use

These pieces represent higher-visibility content moments from my time leading Chevrolet’s North America social creative. They are not the full day-to-day system. They show what the system made possible at a larger scale.

100 Years of True — Centennial Truck

A centennial truck story built from real Chevrolet ads across 100 years, using period-specific scenes and match cuts to carry Jackson & Son’s Construction from the first truck to the Centennial Edition.

Corvette Coffee

A high-caffeine coffee made for Corvette Racing at Le Mans, giving the team, pit crew, drivers, and fans a social object built around the endurance required to race for 24 hours.

New Tunes Test Drive

New Tunes Test Drive A CMA Fest music-discovery series featuring artists including Ashley McBryde, Jon Langston, Charlie Worsham, Runaway June, and The Wild Feathers, with Chevrolet acting as a quiet host for fan access and brand affinity. Shown: Ashley McBryde.

Mike Tompkins — CMA Fest Carpool Mashup

A CMA Fest social piece where Mike Tompkins sang with fans inside a Chevy, turning the vehicle into the setting for a participatory music moment.

’Ring Hot Lap Teaser

A high-energy teaser for the Camaro ZL1 1LE’s Nürburgring run, building anticipation before the later reveal of its 7:16.04 lap time.

Corvette Coffee

A high-caffeine coffee made for Corvette Racing at Le Mans, giving the team, pit crew, drivers, and fans a social object built around the endurance required to race for 24 hours.

Mike Tompkins — CMA Fest Carpool Mashup

A CMA Fest social piece where Mike Tompkins sang with fans inside a Chevy, turning the vehicle into the setting for a participatory music moment.

New Tunes Test Drive

’Ring Hot Lap Teaser

A high-energy teaser for the Camaro ZL1 1LE’s Nürburgring run, building anticipation before the later reveal of its 7:16.04 lap time.

Constraints Navigated

Automotive claims, product accuracy, brand standards, platform speed, legal review, multiple stakeholders, production realities, and the need for consistency across channels.

Enterprise brand stewardship

The work had to preserve Chevrolet’s standards across multiple products, audiences, platforms, campaigns, agencies, and public moments.

Cadence without drift

The system had to support weekly output while preventing the work from becoming fragmented, generic, off-brand, or difficult to approve.

Product and legal accuracy

Automotive content required disciplined handling of product details, claims, disclaimers, model representation, visual standards, and approval requirements.

Public sensitivity

The brand needed the judgment to pause scheduled marketing when necessary and shift toward customer-support or critical-response messaging during sensitive moments.

Platform-native production

Social assets had to be planned for the way platforms actually behaved, with framing, safe zones, cutdowns, pacing, and aspect ratios considered before production.

Enterprise brand stewardship

The work had to preserve Chevrolet’s standards across multiple products, audiences, platforms, campaigns, agencies, and public moments.

Platform-native production

Social assets had to be planned for the way platforms actually behaved, with framing, safe zones, cutdowns, pacing, and aspect ratios considered before production.

Public sensitivity

The brand needed the judgment to pause scheduled marketing when necessary and shift toward customer-support or critical-response messaging during sensitive moments.

Product and legal accuracy

Automotive content required disciplined handling of product details, claims, disclaimers, model representation, visual standards, and approval requirements.

Cadence without drift

The system had to support weekly output while preventing the work from becoming fragmented, generic, off-brand, or difficult to approve.

Enterprise brand stewardship

The work had to preserve Chevrolet’s standards across multiple products, audiences, platforms, campaigns, agencies, and public moments.

Product and legal accuracy

Automotive content required disciplined handling of product details, claims, disclaimers, model representation, visual standards, and approval requirements.

Platform-native production

Social assets had to be planned for the way platforms actually behaved, with framing, safe zones, cutdowns, pacing, and aspect ratios considered before production.

Cadence without drift

The system had to support weekly output while preventing the work from becoming fragmented, generic, off-brand, or difficult to approve.

Public sensitivity

The brand needed the judgment to pause scheduled marketing when necessary and shift toward customer-support or critical-response messaging during sensitive moments.

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Kris Layher

Creative leadership, brand systems, and adaptive communication.

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