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.
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.
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.