Date: 2025
Client: Subaru of America
Agency: Carmichael Lynch
Production Company: Hansen Productions
My Role: Senior Creative Director & Senior copywriter
Project: "Evolving an Icon" The 2025 Subaru Forester Reveal
Situation: Subaru’s National Parks-themed auto show experience is an iconic and beloved brand asset. For the high-profile 2025 Chicago Auto Show, the brand faced the challenge of unveiling two new Forester models in a way that felt innovative yet consistent with this powerful, pre-existing theme.
Task: Engaged by Hansen Productions, my mission was to architect the creative and narrative strategy for the live reveal. I was tasked with elevating the presentation to build maximum anticipation and deliver a memorable launch moment for this legendary vehicle line.
Action: As the project's Creative Director and Copywriter, I immersed myself in the collaboration with the Hansen Productions team. My key actions included:
Conceptualizing The reveal sequence, creating a compelling story arc for the new Foresters.
Developing the core messaging that wove new vehicle features into the emotional fabric of adventure and exploration.
translating brand strategy into an actionable and thrilling on-stage plan.
Result: The meticulously planned reveal unfolded flawlessly, resulting in a lauded and celebrated event. It generated significant positive buzz among attending media and the public, successfully launching the new models and further solidifying Subaru's brand legacy at one of the nation's premier auto shows.
A crowd observes the exciting reveal of the 2026 Subaru model at the 2025 Auto Show in Chicago.
