HANDSOME MAGAZINE
SUZUKI SPECIAL EDITION
LEADERS
Scott Goodwin Account Director Scott brings a wealth of knowledge from his work at category-leading companies, top advertising agencies and as a magazine publisher. His extensive work on strong, successful brands provides a unique perspective for G-Force and Handsome Rabbit clients. During his career, Scott has been a key member of the marketing department at American Honda, served on the account team at Honda’s advertising agency, worked on both the Nissan and Mitsubishi accounts, and led the agency team responsible for the national advertising programs of Suzuki motorcycles and all-terrain vehicles. He also served as Group Publisher at Petersen Publishing, where he was responsible for all motorcycle titles (including Motorcyclist and Dirt Rider ). After founding G-Force in 2001, Scott developed the overall strategy to launch the NISMO performance products division of Nissan. He was instrumental in the re-launch of the Indian Motorcycle brand, combining advertising, collateral and public relations activities into a cohesive communications strategy. G-Force also handled a wide range of powersports accounts, including HJC helmets, Yokohama Tires, LeoVince exhausts and many more. And on a Suzuki motorcycle note, Scott’s second bike was a TM125 Suzuki. He also owned an RMX250, a DR350 and built a naked GSX-R750 out of a slightly wrecked track bike as a project for Motorcyclist. Five years ago, G-Force teamed up with Joe McKimmy and Handsome Rabbit to enhance our creative services for Nissan and to grow our mutual business in the powersports marketplace.
Michael Craig Software Engineer
Joseph McKimmy Creative Director
Michael Craig is a senior software engineer and systems architect with deep experience delivering software for automotive and enterprise organizations with high traffic and strict security requirements, including Nissan, INFINITI, and Schuberth Helmets. His work has included vehicle apps, shop and dealer locators, and large-scale marketing and commerce websites serving geographically distributed customer and dealer networks. He enjoys exploring ways to apply AI in practical, business-focused ways. Rather than treating AI as a replacement for existing systems, he uses it to augment lead capture and routing, enrich customer data, enhance search and content discovery, and adapt traditional SEO strategies to emerging AI- driven discovery channels. Mike’s experience with Suzuki’s current .NET- based platform can provide immediate support for existing systems, including updates to website content, navigation and structure.
Born and raised in Michigan, the “Great Lake State” from a small town about three hours north of Detroit, the “Motor City.” As the youngest of six kids, I developed thick skin, quick wit, and the ability to hide snacks like a pro. When you’re the baby of the family, you’re either getting picked on or proving you belong. I chose both. I spent over 25 years in the publishing world art directing automotive and motorcycle titles, accidentally picked up photo and video skills along the way. Now leading the creative direction for our major players at Handsome Rabbit, clients like Nissan, Nivel and Fasst Company. I have earned the respect from these long term clients.
I’ll also identify targeted, high-impact enhancements to meet evolving needs.
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