Maven

Brand Launch

Objective: Introduce Maven, a brand-new car-sharing service by General Motors, to three separate markets: Ann Arbor, Chicago and New York.

GM launched a new car-sharing service, Maven. Our role was to activate multiple live events in each market, focusing on internal, VIP and public consumer audiences. The New York and Chicago programs focused on the launch of Maven's residential programs, held at Soho House Chicago and 101W15 in New York. 

The Ann Arbor Public Launch was the largest event, held at Michigan Theater, featuring a free* (*with registration) show with headlining band Moon Taxi (then playing Coachella's Main Stage) and opening act Dan Henig (Ann Arbor native and YouTube sensation). We also presented performances by The Bumbys (A-List Brooklyn performance artists) and complimentary samples and meet & greets with DROUGHT Juice, Bon Bon Bon Chocolate and Cyntsational Popcorn.

Location: New York; Chicago; Ann Arbor, Mich.

Channel: Live Events, Print, Digital

Scope: Creative Director (Concept, Talent, Art & Copy)