Asylum has created an epic :30 introducing GMC's new Sierra HD pickup truck. The ad, which is part of the new Sierra Heavy Duty launch campaign via Leo Burnett airs during the NBA Finals on ABC.
Build is a dazzling depiction of agile, flying robots assembling the new GMC Sierra Heavy Duty pickup dramatizing the precision and innovation that is the result of GMC's engineering heritage. As a rocking beat pulses over the screen and a narrator describes the vehicle's superior frame, engine and transmission, the drones rapidly maneuver and drill the truck into shape, from the raw frame, to the addition of every intricate electronic to the final placement of the doors and windshield. The Asylum crew generated the physical elements in CG and ran all the FX and compositing in Flame.
"There is no photography in this entire spot, not even the final depiction of the truck, we literally generated this entire world from concept to completion," noted Asylum EP Mike Pardee.