GMC's 'Touch Grass' campaign introduces the Hummer EV through a series of cinematic live-action sequences that bridge the gap between digital gaming culture and the outdoors. The project focuses on creators integrating portable gaming setups with the vehicle’s utility in natural landscapes, highlighting the truck’s practical application in wild settings.
Produced by Effie Studios, the commercial leverages slow motion to capture the vehicle moving across bridges and through wildflower-rich terrain. By utilizing natural light and high-contrast exterior cinematography, the piece highlights the electric truck’s versatility in remote environments.
