People hear Professional Grade or GMC and think of a big, heavy work truck. We wanted to shift to that of a precision engineered luxury truck and crossover brand, that can still get the job done when needed.
ACD/overseeing various projects & social
We relaunched the Canyon with a fully HTML5 site experience that showed the versatility of a mid sized, but fully equipped luxury truck. No matter where you wanted to take it, it fit your life. And if you wanted to see it in front of your house, you could do that too.
We launched #artandtech across our social channels as a way to highlight the inspiration behind the newest GMC vehicles. This video was part of a series that incorporated GMC tech into art in unique ways. Like helping a hand drawn, 3-D printed robot see.
Which is more precise? A hand carved pumpkin? Or a laser carved one?
We wanted Professional Grade to stand for raising things to a higher level. So why buy an ornament when you can handcraft one? We also gave 50 of the people who liked this video ornaments as a way of thanking them for being fans of the brand.
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