Nate Paulson

Assignment: Through social media teasers and a Super Bowl spot, highlight America’s unwillingness to adopt electric vehicles in a way that feels fun, not preachy.

Idea: Pivot away from opining about the importance of making the switch and instead challenge the country to do what it loves best in a super goofy fashion - win.

Results: A fake international feud driven by earned media coverage engaged more than 500M people on social, generated 136M impressions, created the highest-viewed tweet in GM history in the form of an original remix and saw the Prime Minister of Norway join the conversation.

Oh and GM stock hit an all-time high.

Awards: PRWeek’s Best Influencer Campaign and the shortlist for Creative Strategy at Cannes.

Assignment: Overhaul General Motors’ social media presence across all channels, from the ground up, to generate as many organic shares as possible.

Idea: Develop a new tone of voice, social-first style guide and lo-fi production approach to humanize what was viewed as a corporate brand and help its content seamlessly fit into anyone’s feed. Channels included:

Instagram
TikTok
LinkedIn
Threads

Results: In 2024, GM social channels outperformed their target organic share rate by 40%, with zero paid support and a production budget of less than $5,000.

Assignment: Following the reveal of Chevy’s first hypercar, the Corvette ZR1X, prove to the world how fast it is on track.

Idea: Create a long-form documentary showcasing everything that happens behind the scenes as a hypercar looks to push its limits at the Nürburgring - the world’s most demanding circuit.

Results: Over 5M organic views on Corvette’s Instagram alone across all Nürburgring content. And the fastest American production car to ever race the ring.

Assignment: Reveal the Corvette E-Ray, the first electrified Corvette, in a way that showcases its unique capabilities.

Idea: Utilize duality to transform seasonal assumptions about the E-Ray’s performance into the realization that it’s a year-round supercar.

Then, go prove it live at Rockefeller Center on the Today Show.

Results: 4.7M impressions, 12.8M people reached through earned media, 500K engagements, over 1,100 online and print stories and 2,100 broadcast stories.

Assignment: Inform the public about the suite of new safety features available across Chevy’s lineup of SUVs.

Idea: Create an illustrated, animated children’s book where the SUVs, not reindeer, are towing Santa’s sleigh and use said safety features to deliver presents.

Results: A record-breaking number of shares for Stories on Chevy’s Instagram and a renewed appreciation for the difficulty of rhyming.

Assignment: Without any footage or even a real car to speak of, tease the upcoming reveal of the Corvette ZR1 - the fastest Corvette ever.

Idea: Build an ethereal world where a dust cloud silhouette of the car flashes in front of viewers’ eyes, leaving them with just a brief idea of what this car will look like and what it will be capable of.

Results: Over 3.3M organic views on Corvette’s Instagram alone and more than 1M views within the first 24 hours - a record for the channel.

Assignment: Reveal Chevy’s new flagship off-road truck, the Silverado ZR2, on NBC’s Sunday Night Football - Chevy’s first ever appearance on the broadcast.

Idea: Showcase the truck’s incredible versatility and appeal to a younger audience through a “relay” between talents that seamlessly transitioned from Sunday Night Football as if it wasn’t even a commercial.

Then, follow up on social with cuts of said talents using the truck in their own unique ways.

Assignment: Bring back Chevrolet’s unofficial, dog-like mascot to shine a light on the Silverado EV and deliver some much-needed joy to the Internet.

Idea: Show fans what Walter gets up to in a day when he’s left home through a three-part series of hidden camera videos that feature the truck, but don’t feel like an ad.

Results: All-time highs in views for organic content on Chevy’s Instagram and a concrete confirmation of serious cat allergies.

Awards: Finalist for Animal Video at the Shorty Awards.

Assignment: Amidst pandemic fears around trick-or-treat, find a way to make Halloween feel fun again, while showing off a range of Chevy vehicles.

Idea: Tap into the growing “trunk-or-treat” trend by transforming a driveway into a spooky obstacle course full of adventure, thrills, and of course, candy.

Assignment: Document the process of Chevrolet’s filming of their “New Generation” Super Bowl commercial - a remake of the Sopranos opening credits.

Idea: Sit down with the show’s stars, Jamie-Lynn Sigler and Robert Iler, to create a behind-the-scenes video where they talk about reuniting for some Sopranos canon and explain the role the Sopranos played in their lives.

Assignment: With the pandemic preventing Detroit’s iconic Dream Cruise event from taking place, find a digital alternative where Chevrolet fans of all ages could come to celebrate the brand’s history.

Idea: Cruisin’ the USA in Your Chevrolet - a week-long virtual celebration of vehicles past and present, featuring daily hero videos, walkarounds of vehicles and activities for all ages.

Results: Cross-platform records in engagement for Chevy, as well as significant channel growth.

Assignment: Establish a social media presence for a Minnesota cult classic - Top the Tater sour cream dip.

Idea: Build an online community where like-minded individuals could share their whacky love, takes and recipes for the dip. Then, bring the movement to the nation for a limited time and deliver the dip to fans ahead of Super Bowl 52.

Results: A self-proclaimed Guinness World Record 2,300 tweets written about sour cream, and Top the Tater delivered to all 50 US states.