Refresh an American icon while making a campaign that can last 20 years.

 
 
 

In 2013, we set out to change the way people view Chevrolet, a 111 year old American car company that has been focused on the heritage of their company, by focusing on Chevrolet's efforts toward technology and innovation.

Find New Roads was created as a campaign platform for the brand to use for the foreseeable future.

 
 
 
 

Chevrolet’s lifestyle took a radical change from generic scenarios to artful metaphorical pairings like fighter pilot helmets, the Guggenheim, or a tire’s skid across a race track.

We refreshed the car photography style to be more simplified, sophisticated & future focused, highlighting notable parts of the vehicle's design. More Rams than Rockwell.

 

Photographs:  Sean Klingelhoefer

 

We put this striking Corvette Stingray installation in Times Square.

 

We created a visual direction based off the 51º angle of Chevrolet's logo to inform the design across the campaign. 

 

We ran an aggressive out-of-home campaign that covered New York City, Detroit, and Los Angeles in Chevrolet's new fleet of vehicles.

 

Agency : Goodby Silverstein & Partners

Executive Creative Directors : Jeff Goodby, Ralph Watson, Linus Karlsson

Creative Directors : Larry Frey, Andrew Reed

Art Directors : Brandon Locke, Ryan Ganss