Joel Johnson

Narrative Strategy & Execution. New York, New York. joeljohnson@gmail.com

I translate technical and customer truths into narratives that earn trust. Let's fall in love with your mission again.

Selected work

General Motors: created the "Zero Crashes, Zero Emissions, Zero Congestion" corporate vision framework, the primary investor and employee narrative for nearly a decade.

IBM: an earned-social campaign translating mainframe heritage for cloud developers. 2M views in 48 hours; record-setting cloud developer signups from a single video.

Clients

General Motors, IBM, Twitch, Ford, Audi, JetZero, Airstream, Dashlane, Roadtrippers, Stella Artois, Array Labs, Veho.

What I do

I've learned by doing, alongside great teams and kind computers.

• Narrative strategy
• Editorial leadership
• Executive communications
• Corporate vision frameworks
• Brand identity direction
• Launch & go-to-market
• Integrated campaigns
• Audience growth & analytics
• Crisis & community comms
• Documentary & video
• AI workflow & systems
• AI-search measurement

Editorial leadership & journalism

WIRED, Wirecutter, Gizmodo, Lifehacker, Popular Mechanics, GQ, American Photo, Road & Track, Jalopnik, The Autopian.

Let's find your signal and go make some noise.