McCann . Art Director . 2010 – 2011


GM had a lot riding on the Cruze. A huge amount of R&D, engineering, design and testing went into this small car.


Canada has some of the most extreme climates and weather shifts in the world. For a car to survive here, it needs to be built specifically for it.


The Chevrolet has been proven around the world and now it’s ready to take on Canada.


Our idea for the Cruze is to show the work that GM had put in to prove that it's the best car out there and then showcase it for Canadians. The website featured a full documentary about the build and testing on one side and a music video that showcased all the features on the other. This was all video and real photography, no cgi. Even the 360 was created with real images from around the world.

FWA Site of the Day, DMA Gold, DMA Silver, Featured in Applied Arts

Here is the case study that focuses on the digital work that we created. We also were part of the bigger team that created the concept for the whole launch.

Here is the full documentary that we produced for the vehicle.

We created a separate iPad app for the Cruze