Challenge: Chevy needed to boost its tech-forward brand perception with casual gamers—a tough crowd where the brand had little relevance and no authentic entry point.
Idea: We partnered with Unreal Engine and The Mill to debut the world’s first real-time configurable racing film—revealed live during the Game Developers Conference keynote presentation.
Results at a glance:
One Show Gold Pencil (Use of Technology)
One Show Silver Pencil (Integrated Digital and Physical Product)
London International Awards Silver (The NEW: Creative Technology)
London International Awards Bronze (The NEW: Augmented Reality)
Clios Awards shortlist in Product Design
Best Real-Time Graphics & Interactivity Award at SIGGRAPH Real-Time
Media coverage included publications like Variety, The Hollywood Reporter, and FXGuide which emphasized the partnership’s technical breakthroughs. Gaming outlets like Tom’s Hardware highlighted the Unreal Engine integration and coverage from Adweek, Fast Company, Creativity Online helped cement Chevy as a forward-thinking brand.
the groundbreaking interactive short film
We created The Human Race, a futuristic story about a race between a human-driven 2017 Chevrolet Camaro ZL1 and the AI-controlled Chevrolet FNR concept car, symbolizing a battle between human skill and artificial intelligence.
The film represented a significant innovation in digital filmmaking by blending live-action storytelling with real-time visual effects, giving the audience control over elements of the film and creating a personalized viewing experience with over 400 customization options.
building global excitement
In the week leading up to the premiere, we launched a global content rollout across Chevy’s social channels—framing the film as a real race between man and machine. The content built suspense across key global markets.
building the narrative in social
We introduced the film’s characters through exclusive social-first content—trading cards for racer Louis Duvall and glitchy dev logs from A.X.A., the AI antagonist—building narrative intrigue before launch.
live at GDC: a cinematic first
The GDC audience (and those streaming on Twitch) watched in real time as camera angles, scenes, and car designs were swapped live in front of their eyes during the film, showcasing the power of real-time rendering.
impact
The project showcased Chevrolet’s commitment to cutting-edge technologies, aligning the brand with advancements in real-time rendering, AR/VR, and virtual production, positioning the brand as forward-thinking in both automotive and digital spaces