BACKGROUND
A collaboration between Chevrolet, The Mill and Epic Games Unreal Engine provided an opportunity to push the boundaries of filmmaking. The three companies agreed to combine technologies and create the world’s first live-action film with real-time interactivity. When we were tasked with building anticipation for its reveal at the 2017 Game Developers Conference, we brought a concept that lived up to the futuristic hype.
Brand Truth
Chevrolet believes in finding new roads, not just in how they engineer their products, but also in the way they communicate with their customers.
Chevrolet believes in finding new roads, not just in how they engineer their products, but also in the way they communicate with their customers.
Cultural Insight
Technology moves fast. But in a world where cars drive themselves, computers gain cognitive ability and algorithms predict behavioral patterns, we’re reminded that human ingenuity and a never-give-up attitude are still the driving forces for humankind.
Technology moves fast. But in a world where cars drive themselves, computers gain cognitive ability and algorithms predict behavioral patterns, we’re reminded that human ingenuity and a never-give-up attitude are still the driving forces for humankind.
Desired Experience
Find out what happens when human ingenuity goes up against artificial intelligence.
Find out what happens when human ingenuity goes up against artificial intelligence.
THE IDEA: THE HUMAN RACE
The Human Race was an epic showdown between a fictional racer, Louis Duval, and an A.I. supercomputer named A.X.A. Leading up to the film’s reveal, we hyped the race on social media with trailers and previews that let gamers get to know the characters.
When the film was revealed at the Game Developers Conference, audience members could customize the Camaro in real time as they watched the film.
THE FILM
HYPE CONTENT
At the Premier, The GDC audience was able to change the film in realtime.
Facebook canvas units let viewers watch the FILM, MEET THE CHARACTERS and go behind the scenes.
THE HUMAN RACE CASE STUDY VIDEO