SATURN | True Stories

As part of the team responsible for launching Saturn, we created a national brand campaign that introduced America to a new kind of car company. The work included more than 30 television commercials, three Super Bowl spots, print, outdoor and experiential media that positioned Saturn as more than an automobile—it was a brand built around optimism, trust and the people who drove it.

Rather than relying on traditional automotive advertising, the campaign focused on authentic stories and real owners. We celebrated everyday moments, personal experiences and the emotional connection people formed with their cars. By shifting the conversation from product features to human stories, Saturn became one of the most distinctive automotive launches of its time.

That experience fundamentally shaped my approach to filmmaking. It taught me that the strongest brand stories don't begin with the product—they begin with people. Listen first. Discover what matters. Then tell the story.

Saturn may no longer be on the road, but the lessons it taught me continue to influence every documentary, commercial and brand film I create today.