Experience GMSV
Power. Presence. Performance.
Working with GMSV was an opportunity to help shape the voice and visual identity of one of General Motors’ boldest sub-brands — bringing the spirit of American performance and power to audiences across Australia and New Zealand.My focus was on crafting bold, authentic storytelling that celebrated the power, presence, and individuality of General Motors’ most iconic performance and utility vehicles. My role spanned across every stage of the creative process — from concept and strategy through to production and delivery. Collaborating with GMSV’s internal marketing team, external agencies, and brand partners, I helped develop and execute campaigns that pushed the brand forward and deepened its connection with local enthusiasts.Through photography, videography, graphic design, and digital storytelling, I worked to capture the raw capability and presence of the Chevrolet Silverado, the unmistakable performance of the Corvette, and the arrival of the all-new GMC Yukon Denali. Beyond content creation, I contributed to web and landing page design, marketing strategy and event activations — helping shape a cohesive visual language that reflected the brand’s attitude and ambition.The result was a suite of creative work that not only showcased the vehicles themselves, but elevated GMSV’s position as a powerful, premium, and distinctly local expression of the General Motors legacy.
Bringing the spirit of American performance to Australian and New Zealand roads.
Creating location content for GMSV was about more than just showcasing a vehicle — it was about capturing its spirit within our own landscapes. Each shoot aimed to frame these vehicles not just as powerful machines, but as part of the Australian lifestyle — connecting global performance with local character. By embedding the vehicles in real environments and authentic moments, the goal was to tell stories of capability, craftsmanship, and the freedom of the open road. Through this, we brought the essence of GMSV to life in a way that felt grounded, aspirational, and local.Each shoot was designed to capture the true characteristics of the range of vehicles — power, performance, and presence brought to life in their natural environments, from untamed landscapes to the moments that move us, like family escapes and open-road journeys.Through cinematic visuals, intentional storytelling, and collaborative direction with GMSV’s marketing and brand teams, I aimed to create content that connects emotionally with audiences — inspiring them to see these vehicles not just as machines, but as companions for the road ahead.
localising the lifestyle, not the legend.
This was about bringing icons to our side of the world — capturing how American power, precision, and presence come to life against Australian and New Zealand backdrops. From the dust of rural trails to the shine of city streets, each shoot told a story of connection — where the spirit of GMSV meets the rhythm of local life. The result is content that feels grounded and aspirational, proving that while the legend remains unmistakably American, its story continues on our roads.
The MY25 Silverado 2500 HD demanded a story that reflected its true character — strength, durability, and an unshakable work ethic. My goal was to create content that positioned this truck as a trusted companion for those who build, explore, and push limits. From the hands of farmers to the spirit of weekend adventurers, each visual showed how the 2500 HD fits seamlessly into Australia’s toughest and most rewarding lifestyles — built to endure, built to empower.
The Silverado ZR2 embodies the call to adventure — a truck built to go where the map ends and the real journey begins. I focused on capturing the freedom and excitement it brings to drivers who live for exploration, showcasing its capability across rugged terrain, untamed trails, and open Australian landscapes. Each piece of content highlighted not just the ZR2’s off-road strength, but the lifestyle it represents — fearless, versatile, and ready for anything.
The Silverado 1500 LTZ Premium is where strength meets sophistication — a truck that redefines everyday driving with luxury and confidence. Through carefully crafted visuals, I aimed to showcase its versatility and comfort, from long family road trips to towing adventures and weekend escapes. The LTZ Premium blends refinement and resilience — a perfect balance of everyday practicality and commanding presence, built for those who expect more from every journey.
The GMC Yukon Denali represents the pinnacle of premium design and family versatility — a large SUV built for comfort, capability, and connection. My approach was to highlight its refined details and spacious design, capturing how it elevates family travel without compromising on power or presence. Through cinematic storytelling, the Yukon Denali was presented as a space made for shared journeys, where luxury and practicality move together.IT’S IN THE DETAIL
My mission was to capture the Yukon Denali in all its design precision — from sculpted exterior lines to the premium interior materials, stitching, and ambient technology. By focusing on detail and texture, I aimed to tell the story of luxury and refinement, making each frame reflect the craftsmanship and character of the vehicle.”
Always On. Always GMSV.
The Always On campaign was about keeping the spirit of GMSV front and centre — showcasing the Silverado range through dynamic, scroll-stopping visuals tailored for social platforms. Using a blend of original photography, design, and digital storytelling, my goal was to translate the strength, style, and versatility of the Silverado lineup into bold, engaging creative adverts for Instagram and Facebook. Each piece was crafted to capture attention in an instant — powerful imagery paired with clean, impactful design — reinforcing GMSV’s presence year-round and inspiring audiences to experience the performance and personality behind every model.
The Bliss series was thoughtfully created to extend GMSV’s visual identity seamlessly into the digital space — transforming the vibrant energy of our Always On social campaign into sleek, high-impact website banners that resonate with viewers. By using a carefully balanced combination of bold photography, refined typography, and clean design composition, the goal was to develop visuals that capture attention instantly while maintaining strong brand consistency across every digital touchpoint. Each banner was crafted to highlight the power, presence, and premium quality of the Silverado range within a sophisticated online environment — delivering the same unmistakable sense of excitement, capability, and reliability that defines GMSV, now perfectly optimised for the modern web experience.
Making our Fieldays presence seen, felt, and remembered.
My mission at Fieldays New Zealand was to bring the GMSV brand to life through purposeful, engaging, and memorable content. By managing every visual and digital element of the stand — from photography and videography to design and storytelling — I ensured our presence resonated with visitors, communicated our brand values, and created an immersive experience that could be seen, felt, and remembered."
UPGRADE YOUR ADVENTURE WITH THE MY25 SILVERADO 2500 HD
To capture the Silverado 2500 HD not just as a machine, but as a companion to exploration. My mission was to create a visual story that embodied the Australian lifestyle — rugged, capable, and free — using the Great Ocean Road and Otway National Park as the perfect backdrop for authenticity and adventure.