Buick Social

Buick social was one of the most fun, and most frustrating, accounts I’ve ever worked on. Half the time we had no money, no assets, and no time to make new content. The other half we’d have a bit of money to put together a scrappy shoot, a crazy idea, and a client who loved to say yes to crazy ideas. Especially when we could stretch every dollar.

Below are a few of the more fun projects from my time on the team.

Encore GX Pre-Roll Video

The Encore GX was a new approach for Buick, touting technology as the major selling point. So, Marques Brownlee, a prominent tech reviewer, was given the first look at the vehicle. His team created the edit for the MKBHD YouTube channel, and we created pre-roll video to drive traffic to it. Working with a YouTuber was a very interesting experience, while they were very responsive to us, they publish videos just days after finishing them, leaving us very little time to create the Pre-Roll ads and get them approved before they went live.

Buick TourX Roofrack Campaign

The Buick TourX was a different beast for the Buick brand. Buicks are viewed as the domain of grandmas, not outdoor enthusiasts. So, we tried to get people to not think so much about the car, but what they could do with it. This was one of the rare campaign ideas that I came up with and was left to my own devices to follow through on.

Buick Holiday Instagram Stories

Instagram stories was made for video. So, what do you do when you have no holiday-appropriate videos? Animate some stills that were shot two years ago, so no one realizes it isn’t new content. (Only of the vehicles that were still product correct though).

The one upside was that Buick had paid for artists Matt & Kim to do a holiday version of the Buick jingle. Until we learned we weren’t allowed to alter the music except to fade it out, and after I had already created a 15 second alternate cut of their music. Thankfully my producer took a shot and sent the videos over to their team, leading to them approving the edits.