GMC tasked the monks social team with announcing the Sierra EV AT4 and Elevation trims in a way that felt fresh, social-first, and built for sustained engagement through 2025. 

 

As creative director, I led the ideation and pitch of a dual-track campaign: announcement posts to introduce the trims, paired with a series of maker-style social concepts and Generative AI executions to extend the story over time.

 

I led the physical production as director and oversaw the edits of the social-first content.