GM Financial's longest running and most successful campaign.
Secret Sauce was a series interviews that reached the desk of GM CEO Mary Barra and appeared in executive presentations that helped close hundreds of millions in financing deals.
We continually refined the visuals and messaging. Using A/B testing, we refined every detail—from shifting title screens to emphasize interviewee names (driving recognition and clicks) to adapting longer, less-edited formats when audiences responded to authenticity.
The result: engagement rose as dealership leaders valued honest, insider perspectives. Pauses, stumbles, and natural delivery built trust rather than eroded it. This insight shaped 41 interviews across what became the Dealer Insider series.
View the full campaign here: Dealer Insider
Building the Brand: Join The Many
As Creative Director, I built the visual voice and brand story for Join the Many, a legal services initiative targeting the 70% of people harmed by corporate negligence who never come forward.
The challenge was clear: differentiate from 25 years of ‘call now’ and ‘ambulance chasing’ lawyer ads.
We grounded the brand in consumer data, call insights, and messaging workshops. The resulting voice emphasized unity, community, and healing through restitution. In A/B testing, this new approach consistently outperformed traditional ‘If you or a loved one…’ ads.
Over the next two years, I was invited back to refine messaging as the campaign evolved, helping the team strengthen market position and audience trust.