FROM incubation lab

TO GLOBAL APP

CHALLENGE

A BEHAVIORAL CRISIS

Distracted driving fatalities had hit a five-year high. We realized that traditional, scare-tactic advertising wasn't changing teen drivers’ behavior. They were immune to the messaging. To solve a modern behavioral problem, we needed a new approach.

SOLUTION

A TEEN INCUBATOR

Instead of guessing what our audience wanted, we launched the Chevy Hack Lab, an R&D incubator event designed to source peer-driven solutions directly from the demographic most at risk. The winning prototype was developed into Call Me Out, a fully functioning behavioral app and social movement that used peer pressure for good.

MY ROLE

Global Content Studio Creative Lead, overseeing the end-to-end development of the initiative, mentoring the initial teen incubator, guiding the digital product design, and directing the global, multi-channel launch campaign.

RESULTS AT A GLANCE

95%

of all notifications ignored while driving.

2M+

total notifications avoided by users while driving.

CANNES

App revealed on the Cannes Lions Innovation Stage.

32K+

phone calls avoided while driving.

ALWAYS-ON

LUXURY

A modern luxury brand doesn't just launch campaigns. It sustains a persona. We developed a comprehensive brand system ensuring Cadillac engaged its luxury shoppers with one unified experience.

Global Teen Hackathon

29 teens. One bold brief.

We invited 29 of the world’s brightest teens to the Chevy Hack Lab with a bold challenge: use peer pressure to stop distracted driving. Based on the insight that 78% of teens would stop if their friends said it was stupid, they spent a weekend designing and presenting fresh, innovative ideas.

Vertical dots and dashes representing an ellipsis or loading symbol on a gray background.

  • Global Minds

    Teens from 8 countries were selected for their innovations in STEM, activism and creative problem-solving, bringing unique cultural perspectives to the table.

  • Expert Mentors & Speakers

    Participants worked alongside industry leaders, engineers, creatives, and presentation coaches to refine their ideas into actionable concepts.

  • Hands-on Innovation

    Teens explored their ideas using interactive tech like a texting-while-driving simulator, grounding their concepts in real-world behavioral insight.

  • Press Invitations

    Media outlets from across the globe were invited to cover the event, capturing real-time collaboration and amplifying the story across major markets.

Illustration of a hand holding a smartphone with a cracked screen over a yellow geometric background.

The Winning Idea

Voted most likely to be adopted, this audible alert system uses the voice of loved ones to personalize the risk of distracted driving. The app allows friends to leave personalized messages for each other. It then uses the phone’s accelerometer to detect when the phone is picked up while traveling at high speeds, triggering the message from your friends.

The concept also includes peer-to-peer gamification, featuring a community scoreboard and rankings.

Bringing the idea to life

Idea ➜ Prototype ➜ Proof

Three smartphone app screens with a pink and yellow color scheme. Left screen shows audio recording interface with a pause button and a waveform. Middle screen displays "Drive in Progress" icon. Right screen shows a ranking system with large number "134" and text details on trip distance and duration.

App Prototype

From idea to interface

We partnered with digital product studio Majestyk to turn the winning idea into a working prototype.

Users could record custom “call outs” from friends, which played whenever they picked up their phone while driving, plus features like passenger mode, personal stats, and community leaderboards to boost motivation and accountability.

Image of a torn paper revealing an academic report titled 'Virtual Passenger to Eliminate Texting While Driving' from Wayne State University. On the left, a quote reads: “Seeing how likely I was to answer, was scary to me.” (after seeing in-app stats). Date at the bottom: September 7, 2017.

App Validation

Field-tested & proven

To validate the app’s impact, we ran a month-long field study with Wayne State’s Anthropology Department. Real drivers used the app in daily life, and results showed a measurable reduction in distracted driving, backed by powerful participant testimonials and behavioral shifts.

The start of a movement

Branded app and launch campaign

Visual Identity

A teen-approved
look and feel

Chevrolet invested in full development of the Call Me Out app, complete with a bold, youth-friendly visual identity, custom tone of voice, and branded content architecture for landing pages, marketing, and influencer toolkits. Every headline, color, and design element was tested with teen panels to ensure nothing felt remotely “cringey.”

Mapping the movement

The “zelley chart”

To align agency teams and client stakeholders, I created a campaign visualization breaking down tactics by target audience and campaign stage, from seeding and launch to long-term behavior change. This framework ensured cohesion and purpose across every touchpoint.

Social-first campaign

Influencers gonna influence

Social influence
for good

We developed a multi-tiered influencer campaign featuring both macro and micro creators across YouTube, Instagram, and Snapchat. Influencers like Mike Tompkins, Michelle Khare and the Merrell Twins shared personal stories, demoed the app, and encouraged their followers to download the app, showing that real influence starts with friends.

Branded content + swag

Designed to be shared

From Spotify ads and wild postings to shareable “Call Me Out” cards and IRL swag, every piece of content reinforced the idea that you can count on your friends to help keep you safe, and made it easy to join the movement.

To reach young drivers at the point of licensing, we created an animated Call Me Out PSA for state DMVs. The short-form video blended humor and peer-to-peer messaging to reinforce safer driving habits, and was featured on DMV websites and digital screens in select locations across the country.

impact

What began as a teen-led, global brainstorm became a multi-channel, culture-shifting campaign. By empowering young drivers to take ownership of their habits and hold each other accountable, Call Me Out became proof that peer pressure can save lives.