GM Certified Service Photoshoots – Creative & Art Direction
In collaboration with photographer Andrew Trahan, I led the creative and art direction for a series of photoshoots aimed at capturing the essence of General Motors' Certified Service brand. Our goal was to go beyond typical automotive service imagery—focusing instead on real moments and genuine human connection.
A key part of this project was shining a positive light on the people at the heart of the brand: GM’s service advisors and technicians. We wanted to portray them with honesty and respect—showing their professionalism, confidence, and dedication in a way that felt both grounded and aspirational. Every shot was composed to reflect the pride they take in their work and the trust customers place in them.
From initial concepting to on-set direction, I worked closely with the team to ensure that each image felt cohesive, intentional, and on-brand. The final photography has been used across various platforms—strengthening marketing efforts and reinforcing Certified Service’s reputation for quality and care.