Motional is a joint venture formed in 2020 by Hyundai Motor Group and Aptiv. As the in-house Senior Brand Marketing and Communications Manager, I led the company's official brand launch. My key responsibilities included managing agency partners, directing video production operations, writing the launch video voiceover script, and supervising post-production.

Producing a brand launch video during the pandemic presented a unique but exciting challenge. Our team successfully balanced original in-studio footage with stock footage, carefully selecting the right voiceover actor to ensure the script effectively conveyed the story. This video was pivotal in launching Motional and has garnered over 1.7 million views.

While at Motional, I developed and executed a marketing strategy that leveraged the "voice of the employee" to highlight the team that is making autonomous vehicles a safe, accessible, and reliable reality. This video launched the Minds of Motional blog and was featured as part of an article by Motional's Chief Engineer and Systems Architect. I served as editor and co-writer. (Read the article here.)

Developing the blog and video narrative involved partnering with Motional's engineering and product teams. I led the production of this project from start to finish, including storyboarding, prepping the spokesperson on talking points, conducting interviews during filming, directing filming on set, and supervising post-production. This project underscored Motional's commitment to building public trust in autonomous vehicle technology and showcased the expertise within our team.

In 2020, my team and I launched the first-ever Motional Consumer Mobility Report, which highlighted public perception of autonomous vehicles. The objective of this video was to create a concise and engaging piece within a constrained budget that effectively communicated the report's findings to industry leaders, partners, policymakers, and top-tier news outlets. The video amassed over half a million organic views on YouTube.

I spearheaded partnership marketing for the Motional-Lyft (formerly Aptiv-Lyft) robotaxi operations in Las Vegas. My responsibilities included synchronizing messaging and visual assets with Lyft to enhance partnership visibility and drive user adoption.

During the pandemic, our team had to pause public robotaxi rides, creating a need to generate excitement upon relaunch. To achieve this, I led the creation of a short-form video shared across social media platforms by both the Motional and Lyft teams. By leveraging existing footage, we successfully created a compelling video with zero additional spend, effectively reigniting consumer interest and engagement.

In 2022, Gatik and Loblaw Companies Limited deployed the first driverless commercial delivery operations in Canada. For this sizzle reel, I worked directly with an editor to create a video that recapped the media highlights from the announcement and milestone stats. Because we repurposed existing footage, the video was turned around within 24 hours with limited budget, and was leveraged to create excitement with investors, board members, customers, and employees.

The "Our Journey on the #RoadToDriverless" video, which was part of a broader campaign, told the story behind Motional's mission from the voice of our leadership team.

This project required my collaboration with cross-functional departments, including engineering and product teams, to accurately reflect our technological achievements and vision. My responsibilities included developing the narrative framework, coordinating with videographers and vendors, directing photography, and overseeing the final editing process.

As Brand Marketing and Communications Lead for the Gatik and Kroger partnership announcement, I served as production manager on the campaign video and supporting visual content.

Production partner: Reachstar Entertainment

I played a key role in orchestrating the Gatik and Loblaw Companies Limited driverless delivery announcement. My work involved developing the communications strategy, managing the development of marketing assets, and serving as the partnership marketing point of contact.

For the announcement video shown above, I directed filming, conducted on-camera interviews, and coordinated with both Gatik and Loblaw teams to ensure the video effectively conveyed the significance of this milestone. The video was shared across Gatik and Loblaw social media accounts and was the main asset used to announce the partnership to the public.

Production partner: Reachstar Entertainment