Responses by Gary Pascoe, chief creative officer, Gary Wise, creative director, Scott Lenfestey, associate creative director, Commonwealth//McCann
Background: Chevrolet has been building trucks for 100 years. We needed to acknowledge Chevy’s rich history, and let American truck buyers know that the all-new Silverado is special.
Reasoning: Chevy Trucks last forever. By showing decade after decade of the Chevrolet Silverado, we reinforced its dependability—all leading up to the modern day, more advanced version of the truck.
Challenges: Each scene was a snapshot of history—the truck’s history and America’s history. Since viewers only have a brief moment to digest it all, it was a challenge to make sure they quickly understood what decade they were seeing.
Favorite details: We not only had to establish a time period and make each era stand apart from the next, but we also had to make the people in each scene feel real and honest.
Visual influences: Because we were looking at the truck through different decades, we wanted each scene to look authentic to the time period. We didn’t want this to be done through post-production. So, we researched and tracked down the different film stocks and cameras that matched each specific era.
Specific demands: Since each scene needed to stand alone and feel like it actually came from old footage, we couldn’t just find a couple locations and cheat it by turning the camera around and pretend it was a new location. We had to pick up and travel to a new location for every scene.