GMC ‘Day of Drops’

The announcement of the new GMC Sierra EV Denali was highlighted by a full day of product drops featuring custom creations by fashion designer Dao-Yi Chow and hockey superstar Auston Matthews.

Client

GMC

What

Brand Partnership
Product, Motion,
and Visual Design

Team

Auston Matthews (Talent)
Dao-Yi Chow
(Talent / Designer)
Riley Kalbus (CD)
Eddie Obrand (AD)
Jennifer Emery (Producer)
Colin Defenbau (Photography)
Bryce Casper
(Senior Designer)
Chris Hatch (Product Development)

Project Link

https://shorturl.at/FqrD0 (GM Article)

The announcement of the new GMC Sierra EV Denali was marked by an exciting full day of product drops that showcased exclusive custom creations by fashion designer Dao-Yi Chow and hockey superstar Auston Matthews. The event highlighted the innovative spirit and luxury associated with the GMC Sierra EV Denali, featuring a range of unique products designed to complement the vehicle's modern aesthetic.

One of the standout items was a custom E-Bike, designed with prominent GMC branding and red highlight stripes. The bike featured M3 reflective tape, a red front wheel fork, and inner tier accents, combining functionality with eye-catching design. Dao-Yi Chow also contributed to the event with an outdoor kit that included a custom branded red kayak, an electric mobile grill, and other eco-friendly outdoor products. This collection emphasized both style and environmental consciousness, aligning with the values of the GMC Sierra EV Denali.

The day also featured a sophisticated travel bag designed by Auston Matthews, tailored for the discerning, on-the-go individual. The bag showcased a custom 34 emblem, representing Matthews' hockey jersey number, and geometric mountain designs reflecting his passion for the outdoors. Additional details included small GMC Sierra patches, adding a practical touch to the elegant design.

The NTWRK live episodes that day were a key part of the campaign, featuring not only Dao-Yi Chow and his outdoor collection but also a variety of other exclusive products. Items like a mini gold-colored basketball hoop, an art collection, and collector's editions of magazines, comics, and books further enhanced the event. Dao-Yi Chow joined host Kylie Mar to discuss his involvement in the outdoor collection, his commitment to environmental awareness, and the enduring impact of his fashion work.

The event was a major success, generating significant excitement and positive metrics for both GMC and the participating talent. The promotional graphics, commercials, and live episodes effectively boosted awareness and sales of the GMC Sierra EV Denali, cementing the vehicle’s position as a cutting-edge option in the electric truck market.

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