PowerStop "Trail to Sema"
🎥 Long-form series (YouTube / Prime)
📱 Daily social content (IG + TikTok) 🤝 Influencer content (personal + brand)
🎪 Live experience (road trip + SEMA) 📸 Photo + stills (campaign + social)
The Trail to SEMA is an exhilarating journey that takes participants from Chicago to the SEMA Show in Las Vegas. This annual event brings together automotive enthusiasts and industry professionals for a week of networking, showcasing the latest trends, and celebrating all things automotive. The Trail to SEMA isn't just about reaching the destination; it's about the adventure along the way, with participants navigating diverse terrain, facing challenges, and forming lifelong memories. Whether it's off-road excursions, scenic drives, or unexpected detours, the Trail to SEMA is a thrilling experience for all involved.
Video Content Series
YouTube & Amazon Prime - 2019 Telle Award (Gold/Silver), 2018 Telle Award (Silver/Bronze)
Social
Trail to SEMA was designed as a full ecosystem—not just a content series. We built a real-world journey that naturally generated long-form storytelling, daily social content, and influencer-driven narratives. The road trip itself became the experiential backbone, while creators turned it into always-on content across Instagram and TikTok. It’s a strong example of social-first, earned-first thinking where the brand shows up inside culture instead of interrupting it.
Experiential
The SEMA activation was designed as the payoff moment for the entire Trail to SEMA journey. Instead of a traditional booth, we showcased the actual vehicles and creators who made the trip, turning the content into a real-world experience. It allowed fans who followed the journey online to engage with it in person, while also generating a new wave of social and creator content live from the show floor. It blurred the line between content, community, and brand experience.
