Chevrolet: Legacy

Brand

Date

Sep 2026

Description

Chevrolet explores the intersection of heritage and industry in this commercial campaign, Legacy. Directed by Matthew Rojas, the project captures the rhythm of rural life through the lens of generational farming, framing the utility of the brand’s trucks within the landscape of agricultural work. The cinematography leans into warm, golden hour lighting and cinematic grading to define the visual tone. As the narrative progresses, the production highlights the trucks' role in the field, utilizing live-action techniques to integrate the vehicles into the daily operations of harvest and land management. Production services for the film were managed by Taproot Pictures with Weber Shandwick serving as the advertising agency.

Style

Horizontal, Cinematic, Warm, Golden Hour

Techniques

Natural light

Industries

Luxury Automotive

Color

Forest Green

Beige

Charcoal

Background

Agricultural Land