General Motors
Every GM vehicle has a story it tells before it moves. We created the platform to tell the ones a normal timeline would never let us tell
The assignment: GM needed a way to steward their legacy and create opportunities to move at the speed of the real world. So we built Metropolis. An agentic platform that protects GM’s IP while enabling more creative exploration. The interesting part isn’t the agentic system. It’s that the platform allows our creatives to explore conceptual work that normal budgets and timelines would’ve killed. Things like what happens when the creative becomes the targeting, or when seeing yourself in the work is the whole point—or imagining what it feels like for a HUMMER to drive up the side of a skyscraper. I led brand stewardship and alignment—defining the worlds and tone—while working with creative technologists to red-team and roadmap the product. Our tools generated range. The craft was choosing and directing.
Role: Creative Director GMC, Buick, Chevrolet, 2024–present.