Chevrolet – “Find New Roads “
Innovative Multicultural Online/Interactive Campaign

Agency: Carol H. Williams Advertising
Creative Director: Carol Hood
Senior Art Director: Cherish Watson
Directors: Matt Mixon, Tessa Films
Link: https://carolhwilliams.com/project/chevrolet/

This was one of those special projects. Chevrolet challenged CHWA to develop and execute a strategy to raise awareness around the launch of their brand-new Blazer. We created and produced 13 documentary-style content videos in multiple cities to capture the journey of six HBCU journalism students who won a fellowship for this branded content platform targeting the AA audience.

It’s about Chevrolet giving back. The fact that Chevy is taking HBCU journalism students and taking them on a journey for their professional development including a $10,0000 fellowship with black owned publishing companies. We strived to captured this personal and professional journey over 13-weeks, helping them with their goals and what they are striving to be.  The program impacted so many positive results for our journalism fellows’ professional careers and the newly launched Chevy Blazer.