MPC RETEAMS WITH LEO BURNETT AND DANTE ARIOLA ON AN EPIC FILM WHICH DEBUTS THE 2024 GMC HUMMER EV SUV
GMC’s electric supertruck lineup expands with the addition of the 2024 HUMMER EV SUV making its debut during the NCAA’s Final Four in a new commercial film narrated by LeBron James with visual effects by MPC and Grade by Mark Gethin.
MPC re-teamed with General Motors, Leo Burnett, MJZ and Dante Ariola to put CGI rubber to the road with absolute realism and bring the impressive spot to life. MPC London, LA & Bangalore teams were integral in helping Ariola and Leo Burnett achieve their vision of creating a truly epic meteor hurtling to Downtown Los Angeles. Michael Gregory, Creative Director at MPC explains:
“The biggest challenges were to create the meteor sequence, and the impact explosion on the iconic Upper Grand in DTLA. Production Designer Quito Cooksey designed a crater set piece complete with hydraulic buckling road and SFX that we dropped a proxy truck into. We shot a mixture of proxy and show car vehicles and mounted 360 cameras to reproduce faithful reflections in final car renders.”
MPC led the VFX work, which was guided once again by Creative Director Michael Gregory, as well as CG Supervisor Miguel De Los Rios Vila and Wiliam Laban, with grade by MPC’s Mark Gethin. This marks an ongoing partnership with Dante Ariola – whom we have worked with on multiple campaigns including the previous GMC ‘Revolutionary World Premier’, GMC ‘Quiet Revolution’, BMW ‘Legend’ and Hyundai ‘Next Awaits’.