Greetings from SXSW

Setting up shop for a week in Austin, Texas became a great opportunity for Team Detroit to recruit talent. We created these postcards to give attendees a chance to learn what living in Detroit is really like.

Messages on the back of each postcard highlighted different aspects of the city. Detroit Loves Alcohol told the story of the city’s first licensed distillery since prohibition: Two James. Detroit Loves Vacant Lots celebrated community gardens. And Detroit Loves Briny featured none other than McClure’s Pickles.

Michigan Central Station

Being inside the train station on the days leading up to Ford’s purchase announcement felt special. We were given unprecedented access to photograph key members of the community. It became both a snapshot of the neighborhood and a documentation of the pre-renovated building.

Photographer Roy Ritchie and editorial stylist Stephanie Potts created 40 unique vignettes inside the open-air atrium.

We also placed full-page newspaper ads in the Detroit Free Press and The New York Times.

Active Anticipation

Here’s an idea: use golf balls, an egg carton and a modified version of Plinko to talk about Parallel Park Assist. Unheard of? Yeah. Effective? Definitely.

Photographer Aaron Tilley’s ability to create tension by putting everyday objects into high stakes scenarios was a perfect fit for a talking about ordinary vehicle features.

We are all fans

Looking like a sponsor of the Olympics and being a sponsor of the Olympics are two different things. Firstly, if you’re not a sponsor, you can’t say the word Olympics—hmm. Puts you in a tricky situation when your client isn’t a sponsor, but wants to create Olympic-themed content anyway. Fortunately the SUV tagline was “Life is a Sport,” and we turned out 35 unique “Olympic” Snapchat ads airing within the coverage.