In late 2024 GMC Canada approached us to create a produce and direct a high energy commercial for their 2025 GMC Hummer EV.
We wanted to showcase all the capabilities that a Hummer is known for and make use of its 600km EV range, so we decided to take it deep in the backcountry near Pemberton, British Columbia.
We needed a location that would provide great views and large variety of off-road terrain so we ended up in a remote town called Bralorne, BC. It’s a historic gold rush town surrounded by rugged wilderness, steep mountains, and technical off-road trails. The location is 100km into the bush which made it the perfect place to go where most EV’s would not normally be seen.
The plan was to get high energy shots combined with dreamy slow motion to create a surreal dream-like visual for the viewer. The main tools we used were our Motocrane Radical arm car and DJI Inspire3 to get the energy we envisioned and then turned to our FreeFly Ember camera to shoot 1000fps slow motion to shoot the dreamy cut away clips.
For our handheld content we relied on our Red V-Raptor camera and re-housed IronGlass Soviet lenses that gave us a swirly full frame look that was consistent with the dream-like style we were going for.
To bring authenticity to the project, we collaborated with Mason Mashon, a world-renowned photographer, off-road enthusiast, and GMC ambassador. His expertise in extreme environments helped us push both the vehicle and the visuals to their limits, creating a spot that truly embodies adventure.
