Chevy Microsites

Over the years at Campbell-Ewald, I had the privilege of concepting, creating, and directing large-scale interactive microsites for nearly every major Chevrolet vehicle launch, including iconic models like the Avalanche, Silverado, Malibu, Equinox, Traverse, and Camaro. This multi-year effort was a master class in blending design innovation with brand storytelling, and it earned multiple accolades, including several Favorite Website Awards (FWAs), a recognition that underscored the impact and appeal of our work.

Each microsite project presented a unique set of challenges, often centered around making complex vehicle features understandable and engaging for a diverse online audience. The goal was to not only highlight Chevrolet’s engineering and design prowess but to do so in a way that felt immersive and memorable, encouraging users to spend more time exploring and interacting with the brand.

My role varied across these projects—from directly concepting and designing the experiences to overseeing a creative team as we brought the vision to life. When concepting, I focused on marrying rich storytelling with interactive functionality. For example, the Avalanche microsite might immerse users in a dynamic landscape, demonstrating the vehicle’s capabilities in visually compelling and technically seamless ways. For the Camaro, we leaned heavily into the vehicle's performance heritage, building a digital experience that was bold, fast, and exhilarating, just like the car itself.

When directing these projects, I emphasized collaboration, working closely with developers, animators, and content creators to ensure that every design choice served the dual purpose of engaging the user and elevating Chevrolet’s brand identity. We used a variety of interactive elements—such as animations that responded to user input, 360-degree car views, and engaging content modules—to create experiences that felt alive and intuitive. Balancing high-impact visuals with usability was crucial, especially since many visitors came with specific goals, like researching vehicle specs or finding a local dealership.

The public and client response to these microsites was overwhelmingly positive. Users spent considerable time exploring the rich, interactive content, while Chevrolet’s marketing team praised our ability to bring each vehicle’s story to life in an engaging and brand-authentic way. The recognition from industry awards like FWAs further validated our approach, highlighting the microsites as benchmarks of innovative digital marketing.

Overall, these projects exemplified how thoughtful, experience-driven design can transform a vehicle launch into a memorable digital event. By focusing on both the artistry and the functionality of our designs, we were able to create microsites that didn’t just inform but inspired—and left a lasting impression on users.