GENERAL MOTORS

Social & Retail Playbook

Art Director
Digital
GM electric vehicle lineup including Cadillac, Hummer EV, and GMC models driving through a futuristic urban highway, General Motors Canada campaign.

Overview

For three years, I served as Art Director for General Motors at Leo Burnett Toronto. My mission was to help scale the digital presence of Cadillac, Buick, GMC, and Hummer across the Canadian market.

  • ‍The Scope: 6,000+ assets, from high-production social campaigns to evergreen retail playbooks.
  • ‍The Strategy: Merging "big picture" brand identity with tactical, conversion-driven digital content.
  • ‍The Result: A cohesive, responsive-to-macroeconomic shifts social-retail ecosystem—capturing everything from the rugged grit of the GMC AT4X to the refined future of Cadillac’s EV transition.

Cadillac

Behind-the-scenes social media strategy presentation for Cadillac, showcasing Instagram content performance and best automotive brand on social media
OVERVIEW
Cadillac luxury interior and exterior design collage — dark editorial photography featuring car details, red ambient lighting, Leo Burnett TorontoCadillac Iconic Now Iconic Then Instagram Stories grid — bold typography with dark gradient overlays and luxury vehicle imageryCadillac Joy to the Ride retail digital banners — red and blue color scheme with financing rate placeholders, Canada market

Buick

Buick social media campaign grid — lifestyle photography featuring Buick Envision and Enclave models in urban and suburban settings
OVERVIEW
Buick brand photography collage — close-up of Buick logo, red Encore GX exterior, interior dashboard details, and white SUV on city streetBuick New Year New Ride retail digital banners — financing offers with Envision and Enclave models, clean white layout, Canada dealership campaign

GMC

GMC social media content grid — Sierra, Canyon AT4X, and Yukon off-road and lifestyle photography with dark editorial treatment.
Overview
Hummer EV and Cadillac Escalade luxury editorial collage — off-road terrain, interior details, and lifestyle photography in dark cinematic style.GMC and Cadillac retail digital banner set — Spring-Tastic Event and Truck Month promotions with SUV and truck models, Canadian market