As one of the first big initiatives from our newly expanded Digitas Detroit creative team, this campaign set out to prove GMC Sierra could break through in the digital space. To highlight its strength, precision, and iconic design, we paired Sierra with a cast of unexpected experts: sumo champion Byamba in the dohyo to test its power, a Hollywood stuntman to showcase capability, a special effects makeup artist to point out its distinctive design features, and a professional dog trainer to underscore its on-command precision. The campaign pushed GMC beyond standard spots, bringing Professional Grade to life in ways both unexpected and unforgettable.
OLV: "Sumo Champ"
OLV: "SFX Artist"
OLV: "Stuntman"
OLV: "Dog Trainer"
Client GMC
Director Patrick Sherman
ECD Patrick McHugh
CD Adam Burkett
AD Jason Talbot
CW Bill Woodard
Producer Brian Smith
