Challenge
General Motors launched an in-vehicle app that lets you stream Hulu, YouTube and YouTube Kids right from your backseat. Our challenge was to create a campaign for OnStar, Hulu and Chevrolet to showcase the excitement of HD streaming and how it elevates the joy of driving (and riding).
Solution
Inspired by Hulu’s “Animaniacs” Pinky and the Brain characters, we created the story of a girl plotting to takeover her mom’s backseat with her trusty sidekick, Pinky.
Video
I worked with my Art Director partner and our production studio to create our 15-second spot. We made versions for streaming platforms and social media, and I also directed the voice over artist during a Zoom recording session.
Storyboard
To prepare for the shoot, we created a frame-by-frame storyboard with a polished script and reference imagery.
Social campaign
Our campaign came to life across social media, including Instagram, Facebook, YouTube, and TikTok. I wrote the post copy and in-image text for video, static, and carousel posts. The messaging is warm, lighthearted and evokes nostalgia.
Landing page
All our social posts and videos linked to the OnStar HD streaming landing page. I optimized the copy for search engines.
Brand archetype
Since OnStar is the tech-ingredient brand for General Motors, I used the Sage/Guru Brand Archetype to bring a confident, reassuring, and helpful tone to this project. When people see this campaign, they feel:
- Excited to try HD streaming.
- Nostalgic.
- Informed.
Credits
Agency: Campbell Ewald
Creative Directors: Megan Anton, Jess Bush
Copywriter: Bianca Heath
Art Director: Erika Zajac
Director: Crobin Leo
Production House: Cutters Studios
Video Editors: Kevin O’Brien, Ann Allen
