For Justin Rose, a College of Communication Arts and Sciences (ComArtSci) journalism alumnus, storytelling has always been the throughline, whether delivered from an anchor desk, behind a camera or through a digital-first campaign designed to keep one of Michigan’s most iconic events relevant year-round.
Now chief creative officer and director of business development for Make The Turn digital marketing, Rose is helping shape the narrative of the Detroit Auto Show through an ambitious content initiative that puts people — not just cars — at the center of the experience.
Rose is working alongside fellow Spartan and journalism alumnus Sam Klemet, executive director of the Detroit Auto Show, building on a professional relationship that predates the project. Together, they launched a yearlong video series designed to capture the culture, community, and human impact behind the auto industry.
“The cars and the show present the perfect background,” Rose said, “but the true essence of what the Auto Show is, is the people.” That idea drives a campaign highlighting nine distinct ways the auto industry fuels Michigan, from health care and design to sports, creativity and pop culture.
The project has become one of the highlights of Rose’s career. The “My Drive” campaign features a wide range of voices, including a surgeon from Mott Children’s Hospital, a prominent car collector, a member of the Stellantis design team, a Detroit Lions player and Detroit Pistons legend Rick Mahorn.
“Our desire is to tell a wide variety of stories about how cars play into Michiganders’ and beyond lives,” Rose said. “We believe that can help make the Detroit Auto Show the powerful force it once was.”
A ComArtSci foundation built for adaptation
After graduating in 2007 with a journalism degree, Rose spent 15 years in sports broadcasting, with stops in West Virginia, Lansing, Pittsburgh and Detroit. During the final seven years of that chapter, he earned four Emmy Awards for reporting and anchoring, experience he credits with preparing him for a successful pivot into digital marketing.
“The essence of storytelling is so important to businesses today,” Rose said. “Being able to confidently help a business tell its story from the angle of what I know works in TV gives me an advantage.”
Rose said his time in ComArtSci prepared him not just for journalism, but for change itself. Classroom discussions about flexibility and adapting to an evolving industry left a lasting impression.
“ComArtSci prepared me to be ready to pivot, not just in journalism, but in life,” he said.
Mentorship also played a critical role in shaping his path. Journalism faculty member L.A. Dickerson has remained a constant supporter throughout his career, while former MSU athletic director Mark Hollis became an early mentor after they met during Rose’s first week on campus, a relationship that continues today.
Full circle in Detroit
For Rose, returning to Detroit as a creative partner on one of the state’s most visible events carries special meaning as a Michigan State alumnus.
“The most rewarding part of this journey so far is that we’re just getting started,” he said, pointing to the campaign’s long-term vision. The goal, he added, is to help reclaim the Detroit Auto Show’s standing at the top of the global auto show industry.
Collaborating with a fellow spartan has only deepened that experience.
“It’s incredible,” Rose said. “Knowing that Spartans trust each other and can work on big projects together is always something you love to see.” He added that the partnership includes regular conversations about MSU athletics and hopes that Tom Izzo might eventually be part of the campaign.
Advice for the next generation
For current ComArtSci students interested in journalism, media or content creation, Rose’s advice is direct. Start now.
“There’s no shortcut, just work. Trial and error. Wins and losses,” he said. “Get up every day and do 1% better. Learn to lean on others, create connections, and follow up. Be good at everything, but a master of one. Carve your niche and believe in yourself.”
Though college feels far away, Rose said it remains the foundation of everything that followed, and the beginning of a path he continues to build, one story at a time.
By Claire Dippel