CHRIS HANDYSIDE
Creative Director. Writer. Libra.
chandyside@gmail.com | 313.318.9752
New GMC Sierra HD - "HDNA Campaign"
New GMC Sierra HD - "HDNA Campaign"
GMC Sierra HD 360 Launch - "HDNA" Case Study
NEW 2024 GMC SIERRA HEAVY DUTY | “Ultimate Towing Test” | GMC
NEW 2024 GMC SIERRA HEAVY DUTY | “Off-Road Business” | GMC
NEW 2024 GMC SIERRA HEAVY DUTY | “HDNA” | GMC
GMC Social Videos
GMC Social Videos
GMC + House Of The Dragon = Epic
GMCSierra - Continuous Transition
GMC Sierra - MultiPro Tailgate
GMC Sierra EV x Drex Lee Epic OneShot Collab
GMC.com - Homepage
GMC.com - All New GMC Acadia Launch
GMC.com - First Ever Sierra EV Launch
Buick Site + CRM Content
Buick Site + CRM Content
Buick Encore GX New Owner Welcome/How-To
Buick: All-New Enclave | Regal Sportback | Regal TourX Reveal Experience
2025 Buick Envista Launch Email
GMC CRM Emails - Reveal/Launch/Newsletter
GMC CRM Emails - Reveal/Launch/Newsletter
GMC HUMMER EV Insider Reserver Email - March
GMC HUMMER EV Insider - Owner Focused Newsletter
GMC HUMMER EV Insider Email
Yukon Denali Ultimate - Launch Email
Buick S(You)V Social Videos
Buick S(You)V Social Videos
Encore GX "___Like You" Digital Video9
Encore GX "__ Like You" - Digital Video5
Encore GX "Savvy Like You" - Digital Video
GMC Sierra EV Denali - Social Feature Videos
GMC Sierra EV Denali - Social Feature Videos
GMC Sierra EV Denali - Home Charging Feature Video
GMC Sierra EV Denali - Power Your Home Feature Video
GMC Sierra EV Denali - Premium Interior Feature Video
GMC Sierra EV Denali - MultiPro Midgate Demo
A Little More About Me? Thanks for Asking.
I am a culture-inspired and strategy-minded, writer, creative director, dad of two humans and three fur kids.
I have focused expertise in digital and social channels, content writing, and creation.
My left brain, right brain, heart and gut all get along swimmingly.
(Though I usually let the heart pick the music on roadtrips.)
Work Experience
2017-Present
VP Creative Director/Copwriter
Leo Burnett Detroit
-
Led digital and social creative and created copy and content for Buick, GMC and HUMMER EV, overseeing a team of 12 writers, art directors and content creators
-
Successfully led 360 support for such breakthrough national campaigns as: Next Generation GMC Canyon, GMC HUMMER EV, New 2024 GMC Sierra HD resulting in best-ever KPIs (engagement, click-through, shopping outcomes);
-
Successfully led 360 content for Buick "See Her Greatness" and NCAA March Madness platform resulting in increased brand perception and online engagement.
-
Launched GMC’s Tik Tok, Pinterest and Threads presence, optimizing and growing each year-over-year resulting in increased engagement, follower growth and brand perception.
2008-2017
VP Creative Director/Copywriter
Digitas Detroit
-
Led creative teams and created digital copy and content for brands including: General Motors (corporate) Buick, GMC, Harley-Davidson, Puma, Dow and Owens-Corning.
-
Led co-located, cross-agency digital/multimedia teams for such campaigns as: Buick Enclave Livestream Reveal, Harley Davidson “Live Your Legend,” GM Now/Ask Fritz (real-time GM bankruptcy digital B2C/crisis comms) and Owens Corning ProConnect (B2B loyalty site)
-
Successfully co-led and developed 360 campaign support including bespoke social, CRM and site content for "Pee Wee" - Buick's 2017 Super Bowl brand campaign (an AdMeter Top 10 campaign)
-
Developed re-branded tone of voice/positioning and creative best practices for Buick social and digital in collaboration with a team of cross-functional leads (including the first-of-its-kind “Buick Live” real time social team).
-
Fostered content innovation and growth across Buick and GMC owned and paid channels leading to increased KPIs (engagement and channel growth).
2001-2008
Associate Creative Director/Copywriter
JWT/Team Detroit
Copywriter and creative lead working across all digital platforms for Ford Motor Company with an emphasis on Ford Trucks (aka Built Ford Tough), Fordvehicles.com, Racing, Fleet & Commercial Vehicles, Owner and CRM experience.
-
Spearheaded the launch of a high-profile digital campaigns such as Ford vehicles website, the New Super Duty trucks, Ford Racing, leading content for the Ford Owner website and CRM communications, and Race for the Cure business.
-
Led and contributed to the establishment, adherence and adoption of digital best practices across all channels, collaborating with broader agency and client leadership.
-
Elevated campaign performance through strategic messaging, enhancing brand perception and customer engagement.
EXTRACURRICULAR & COMMUNITY
Detroit Sound Conservancy
Board Member and co-chair External Affairs for preservation, programming and activism organization telling Detroit’s unparalleled to the world. More @ detroitsound.org
Adcraft Detroit
D Council Chair, Board Member responsible for leading the planning, concepting, writing, promotion and production of the annual D Show Awards event. More @ thedshow.org
Published Works
Fell in Love with a Band, the Story of the White Stripes (St. Martin’s Press)
A History of American Music Series (Heinemann-Raintree)
Select Editorial Publications
Rolling Stone, Spin, Conde Nast Traveler, Hour Detroit, Metro Times, Agence France-Presse, Baltimore City Paper, Model D and others.
Additional Client Categories
Travel, Tourism, Marine sports, Non-profit, Music label, Heavy construction, Materials manufacturing, Arts & Culture