Example 1
AN AUTO BRAND IN NEED OF SERIOUS SOCIAL CONTINUITY.
Challenge
Chevy social content was subservient to many masters.
From affordable SUVs and six-figure supercars to legendary trucks and modern EVs, Chevy has one of the most diverse product portfolios in the globe. Throw in sub-brands like Corvette and High Country, sub-communities like off-road and race enthusiasts, and cross-department stakeholders like marketing and communication, and it’s no surprise that every single social post became an organizational pain point.
Solution
Align all stakeholders with a simple social playbook.
When I took over the execute creative role at Weber Detroit, I was shocked to learn the brand was operating without a social tone and voice document. I immediately started drafting We launched Generation Know, the first-ever girl-led movement for vaginal health education. This groundbreaking initiative combined influencer storytelling, interactive digital content, and real-world activations to spark conversation and social change.
My role
IAT creative lead representing Organic. Intimately involved and impactful in the overall campaign approach, with core responsibilities leading the social & digital creative strategy.
Example 2
AN AMERICAN LUXURY
REBRAND.
Challenge
New luxury buyers weren’t buying into the legacy brand.
Despite a rich legacy and fresh product innovations, Cadillac was struggling to connect with younger luxury consumers. To re-establish themselves as a modern symbol of American achievement, they needed more than a new logo—they needed to reimagine how the brand engaged shoppers across every consumer interaction.
Solution
Show up bold and modern at every touchpoint.
Branding isn’t just what you say to consumers, it’s how you engage them. With that mindset, I built and led a cross-functional creative team that transformed every “always on” brand touchpoint. From CRM to site, product photography to social, we helped the Cadillac behaved like a modern luxury brand across the full consumer journey.
My role
IAT creative lead representing Organic. Intimately involved and impactful in the overall campaign approach, with core responsibilities leading the social & digital creative strategy.
Problem: Chevy’s social presence was fractured.
Chevy has one of the globe’s most diverse portfolios, spanning affordable SUVs, six-figure supercars, legendary trucks, modern EVs and commercial fleet vehicles. Throw in sub-brands like Corvette, ZR2, High Country and motorsports, and you have ____
Their socials had to represent all of them.
channels had to represent all of them on the same timeline. Throw in motorsports, sub-brands like Corvette, partnerships and events, and the master brand’s social feeds were fragmented, inconsistent and beholden to whatever content was available from the most recent ad campaign.
Solution: The 2024 Chevy Social Playbook
Social persona, product personalities, platform graphics, tone & voice
orchestrating a movement
the “zelley chart”
To align every agency and client partner, I created a campaign visualization (nicknamed “The Zelley Chart”) that mapped every activation to the consumer’s psychographic journey. This tool ensured every touchpoint—from influencer videos to retail displays—worked in harmony to drive awareness, curiosity, and action.
solving social continuity
for a complicated auto brand
cadillac x spike lee x teddy bridgewater
Promise To Rose
While planning the reveal of the 2015 Cadillac Escalade, we heard an interview with top NFL draft prospect Teddy Bridgewater sharing a promise he’d made to his mother in third grade: if he made it to the NFL, he'd buy her a pink Escalade.
We immediately recognized the authentic, culturally resonant opportunity and helped Teddy fulfill his promise. Partnering with Bridgewater and director Spike Lee, we created a custom pink Escalade and surprised Teddy’s mother, Rose Murphy (a breast cancer survivor) on Mother's Day.
The heartfelt story resonated across sports, lifestyle and mainstream outlets including ABC’s Good Morning America and ESPN’s SportsCenter. The initiative generated around 10 million earned media impressions across nearly 870 articles and blogs.
the howe Foundation
Gordie Howe
NFT Art Auction
When the family of NHL legend Gordie Howe asked me to create digital art for charity, I set out to capture the duality of "Mr. Hockey" — the fierce competitor on the ice, and the warm, generous person off of it.
Working closely with Howe’s family, I developed “THE GENTL9MAN,” an NFT series of nine stories inspired by family memories. Auctioned in partnership with the NFL Alumni Association and the Howe Foundation, the collection helped raise funds to empower kids in sports and advance women in sports business.
The project received widespread coverage from major outlets including The Atlantic, Global News, NHL.com and The Detroit News, and was amplified by celebrity supporters Michael Bublé and Dave Coulier, reaching more than 91 million viewers and significantly boosting awareness for both causes.
nba twitter content
Pistons Social Art
Even after stepping away from Twitter (now X), my NBA fandom keeps pulling me back. I still engage in real-time conversations with other fans and players, and occasionally share my Pistons-inspired art. At its peak, my account was over 10K followers.