Driving engagement at scale: retail digital signage for 5,400+ GMC, Buick & Chevrolet dealerships.
In my role as Creative Director for GMC, Buick, and Chevrolet, I led the end-to-end development of video content for retail digital signage across 5,400+ dealership locations nationwide. This large-scale initiative involved crafting tailored advertising assets that highlighted key features and selling points across each brand’s full vehicle lineup. From strategic messaging to visual execution, I collaborated closely with designers, editors, and motion teams to ensure the content was brand-consistent, visually compelling, and optimized for in-store engagement. The result was a dynamic, scalable suite of digital assets that helped drive customer interest and supported retail-level sales initiatives across North America.
Additionally, I introduced AI-powered enhancements to elevate static photography into dynamic, emotionally resonant content. By identifying key assets for animation and collaborating with a motion designer, we brought still images to life—adding subtle motion and cinematic flair. These AI-enhanced visuals resulted in richer, more engaging broadcast spots that better captured viewer attention and significantly improved follow-through and recall across campaigns.