General Motors
With the rise of NFTs, inflation, and crypto-freak outs, early 2022 had become a cesspool of financial chatter — especially online. And especially on twitter.
It was in this environment that we launched an entirely new brand platform for J.P. Morgan Wealth Management:
Cut through the noise.
General Motors
“See You On The Road” is a rallying cry for General Motors
at one of the most turbulent times in its storied history.
We set out to reinvigorate company pride,
attract new talent, and reframe GM for the road ahead.
Our film deconstructs Elvis Presley
& The Royal Philharmonic Orchestra’s
“If I Can Dream” to bring GM’s many divisions
to life as a collective symphony, showing the harmony
of separate efforts coming together to build something
much bigger than any one make, model or moment.
The musical reinterpretation of this track was our
creative centerpiece. Deconstructing it stem by stem,
then assigning each instrument to a department
within GM and reassembling it. By treating the production
of a car like the performance of a song to elevate
the unseen artistry and collaboration that
fuels GM’s long standing legacy of design and innovation.
Long live the king.
ECDS: Tom McQueen, George McQueen
SR Creatives: Christian Zerbel, Will Halstead
Produced: Droga5
