GMC: Incredible Thinking Starts Here

Digitas

GMC: Incredible Thinking Starts Here

The mantra for the all-new 2014 Sierra is ‘Incredible Thinking’. And indeed, the thinking behind the revolutionised design of the 2014 pickup is incredibly innovative: from submarine steel and fighter jet-inspired interfaces to helicopter noise-cancelling technologies. DigitasLBi and MediaMonks therefore felt it was only natural to revolutionise the design of the scrolling site for the 2014 campaign – embodying the substantial, innovative, professional-grade essence of the vehicle itself.

When DigitasLBi approached MediaMonks with plans to introduce the innovation behind the 2014 GMC Sierra, we immediately agreed on one thing: such innovation should be reflected in the very structure of the site itself. To tell the story of the thinking behind the truck’s new design, we wanted more than a skimmable list of technical specifications and accessories. Each requires its own opportunity to be explored in more than the available space of a flat, single page.

With this firmly in mind, MediaMonks produced a website that (literally) added a whole new dimension to scrolling. Our design, animation and film departments set about creating a Hollywood-caliber CGI Sierra and 3D environments, entirely from scratch. These assets were destined to be incorporated into a carefully sculpted video experience that can be explored in depth and detail as well as across devices thanks to HTML5. The mobile and tablet versions followed the same great story, but incorporated gesture-controls and mobile-specific 3D animations to ensure the site would also leave a lasting impression on even the least powerful of small-screened devices.

Blogs and industry publications across the Web were quick to describe the experience as “the new standard in scrolling sites.” Incredible Thinking Starts Here has won a distinguished double FWA for living up to this claim on both desktop and mobile, as well as an Awwwards Site of the Day and CSSA Site of the Day.

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