A white Hummer vehicle drives over an icy landscape.

The Quiet Revolution

Framestore joined forces with creative agency Leo Burnett Detroit on a brand film of epic proportions for GMC’s new all-electric, all-terrain Hummer. Under the discerning eye of MJZ director Dante Ariola, “The Quiet Revolution” explores how driving this vehicle is more than simply about getting to and from a destination -- it’s about the experience.

Effects Simulation
Visual Effects Supervisor
Concept Design

As America’s ultimate metaphor for freedom, the new SUV supertruck boasts technical specs that surpass any gas-powered car, rockets from zero to 60mph in less than three seconds, and kicks out zero emissions, all while being almost inaudible.  

For the first time ever, Framestore joined forces with major VFX studios The Mill and MPC in an unprecedented opportunity to collaborate across more than 100 VFX shots, seamlessly edited back-to-back throughout the spot.

animated view of the earth in space
desert mountainous location at dusk with a car driving in the far distance

Under the supervision of Framestore VFX supervisor Michael Ralla and creative director Aron Hjartarson, Framestore focused its expertise on delivering state of the art CG across an impressive series of adrenaline-inducing space, nebula and earth shots rolling at hurtling speeds.

"Making this film was a truly collaborative experience,” said Ralla. “Not only was every single frame crafted under mandatory work from home by our talented team from three Framestore studios and time zones across the U.S., but we also had the opportunity to work shoulder-to-shoulder with our friends at The Mill and MPC in Los Angeles, with each studio’s shots strung together in the final edit. Truly a first in that regard!"

Featuring the voiceover talent of NBA legend LeBron James, the brand film premiered on broadcast during the first game of the 2020 World Series.

a mountainous desert terrain with a car and its headlights brightly shining in the centre of the shot
front shot of the gmc hummer ev pick up truck driving on terrain with the sun gleaming in the background


Dante Ariola (MJZ)
Leo Burnett Detroit
Executive Producer
Adam Simmons
Creative Director
Steve Glinski
Post Production
VFX Supervisor
Michael Ralla
Creative Director
Managing Director
Krystina Wilson
Senior Producer
Cat Pavitt
3D Lead
Jordan Carroll
FX Lead
Nate Diehl
Comp Team
Luca Pelegatta, Jon Rogala, Raul Ortego, Elaina Brillantes, Isaac Spiegel, Aleksandar Djordjevic, Bragi Brynjarsson, Marcelo Pasqualino, Min Hwa jung, Navid Bagherzadeh, Phil Massimino
3D Team
Chris Friesen, Chingtien Chu, Sam Crees, Matt Sackley, Wei-Ting Duo, Weichieh Yu, Alexey Cheprakov, Georgios Cherouvim, Nick Damico, Robert LaPlate, ShuChen Lin
Fern Hodgson (Producer), Martina Chakarova (Producer), Martin MacRae (head of Art Department), Jonathan Opgenhaffen (Art Director), Pietro Nume (Concept Artist), Craig Stouffer (Concept Artist), & Yoan Vernet (Concept Artist)
Digital Matte Painting
Callum McKeveny, Marco Iozzi
VFX Editorial
Serina Flores
Production Coordinator
Simon Jensen
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