GM | digital experiences

When I joined Dentsu, the GM team had already figured out how to squeeze fully interactive 3D vehicles into web banners. Shoppers could change paint colors, explore interiors, and discover features without ever leaving the ad. The work was performing well, but producing it across dozens of vehicles and campaigns came with some growing pains.

I started by interviewing people at every level, from 3D design interns to our EVP of Client Leadership. They knew what was working and what was wearing people down, but no one had the full picture or the mandate to effect change. I helped connect the dots, working with each team to improve communication, briefs, and reviews. We started catching issues before they reached the client, strengthening our role as a creative partner.

I also dug into the 3D pipeline, challenging some of our assumptions about geometry and materials. We found ways to make the vehicles look better without increasing their file sizes.