Chevrolet

How to see the invisible

Modern Chevrolet cars were packed with technology, but it was all invisible, under the hood.

Customers didn't know what it could do. And sales agents didn't know how to tell them.

We couldn't explain technology though glossy brochures or slick websites.

We had to let customers really see it.

Storytelling through technology

We used augmented reality to bring alive the hidden features of the cars.

Short, interactive stories to show the tech at work. Adapted for different contexts, from traffic in Jakarta to sandstorms in Doha. Simple yet scalable across APAC and EMEA markets.

As the copy CD, I led the concepts, storyboarding and information design, guiding a multi-disciplinary team to make it all (almost) real.

The impact

Launched in South Korea in 2018, it was adapted across 5 markets in APAC and EMEA within a year.

Built to scale for new cars, features and languages, it evolved into Dealership of the Future, a global innovation program for GM.

Awards and credits

Mumbrella Asia Awards 2017 | Winner - Innovation

Mumbrella Asia Awards 2017 | Winner - Most engaging 360/AR/VR

MMA APAC Awards 2017 | Bronze - Innovation

Global Innovation Awards 2018 | Silver - Harnessing the power of technology

ECD: Stan Lim

Innovation Director: Chye Yong Hock

CD/Copy: Abhishek Prasad

Sr AD: JP Palileo

Copywriters: Samantha Tan, Dionne Lee

UX design: Anoushka Yadav

Motion design: James Ong

Technology Director: Fauzi R.