Sierra Launch

Roles: Concepting, Art Director, Photographer, and Digital/Social Editor

The all-new 2019 Sierra was a huge launch for GMC and the brand wanted it livestreamed on multiple platforms. Along with the livestreams, the main new feature they wanted to showcase was the Multi-Pro Tailgate. A 6-function tailgate designed for versatility, with the declaration that all other tailgates were now obsolete.

To this end, I sourced and photographed competitor tailgates that were used to create a typeface for various executions. One of these were digital videos for the Superbowl, where the Rams were playing. GMC had taken up arms against the football team, as a not-so-subtle stand in for Dodge trucks. The “Game Over” video below was one of the first pieces I made with the tailgate typeface, just days after the tailgates arrived at our offices.