Pete Erickson

Director

Northern Michigan native Pete Erickson brings a genuine, no-nonsense approach and passion to online videos that have resonated with fans across the Web. Though known primarily for his automotive work, Erickson actually came to directing through another passion: sports. After graduating from Ferris State University, he convinced the school to let him put together a 16-station college hockey network. The endeavor was an unqualified success, and soon he was directing live sports for all the major networks. Erickson’s work for NFL Football caught the eye of Detroit’s Ross Roy Agency, one of the original agencies for Chrysler. Working with the agency, he helmed projects for McDonalds, Comerica Bank, and, of course, Chrysler, “It was through these experiences that I gained an appreciation for the refinement of the brand image and the connection that can be built linking the image, the product and the consumer,” he says. “I also set a standard for how I like to work – clean, simple, relevant, and if I use visual effects they’re seamless.”

In addition to projects for Ford, GM, and Mercedes Benz, Erickson found himself presented with opportunities outside the automotive arena. Work for clients such as Cunard, Nicole Miller, Amnesty International, Dell, Miller, and American Airlines took him to Mombasa Kenya, Monte Carlo, Tahiti, and Kuwait, from the Pyramids to the great Wall of China.

Erickson is currently at work on a commissioned viral piece for an undisclosed automotive client. “It’s a very quirky project, with a real sense of fun,” he says. “For all its amusement value, though, it’s presenting the facts, and that’s what works for me.”