Tesla Digital & Web
Tesla skips the dealership model, so its customer journey frequently starts and ends online.
For several years at Tesla, I helped lead the strategy, project management, narrative, creative development and copywriting of our website.
Over that time, I managed a cross-functional team that produced 30+ Tesla.com product and corporate pages, receiving millions of views/mo and accounting for a significant portion of vehicle sales (and increasing).
Highlights: Cybertruck, Model S, Solar Panels, Model Y, About Tesla, Tesla Careers, Manufacturing
Model Y
In 2023, Model Y was the best-selling car in the world. However, we faced a challenge bridging the gap to the next million EV owners. When tasked with this project, Model Y was still being portrayed as a performance-machine—a truth, but one that didn’t resonate with our new customers. For this project we reworked the page from scratch, reimagining Model Y as a utility-vehicle capable of going anywhere—and keeping your family safe along the way.
Cybertruck
One part post-apocalyptic tank. One part hype-machine. One part engineering marvel. That’s Cybertruck.
In 2019, I had the chance to support the reveal, nearly four years later I found myself at the helm of project management, creative, copywriting and narrative for the product page. On the day of our launch, we broke every Tesla website record—and the Internet while we were at it.
Solar Panels
Tesla is known for their cars, but the success of its mission relied on a full ecosystem. My work on digital at Tesla extended beyond automotive into energy, commercial energy, corporate and more. A prime example of that was the solar panels page, which aimed to tell the practical financial story, while also making solar energy look sexy.