Finding Nowhere

This campaign to reveal and launch the all-new GMC Canyon spanned two large productions over two years – one with a high security vehicles and the other with a multi-day documentary journey with some of the country’s top Overlanders.

The goal of both projects? To solidify the Canyon’s reputation as the “Official Vehicle of Nowhere” and directly compete with the Toyota Tacoma, who had topped this segment for decades.

For the Canyon’s Reveal, we recruited overlanding expert Michael Murguia to review the truck from his own unique perspective. The production itself was a challenge, a two day shoot with vehicles that hadn’t yet been released to the public, x10 features to capture and a 5+ min walk around and interview with our influencer talent. This was just the start of campaign that spoke directly to the heart of the Overlanding community.

For the Launch phase, we wanted to capture the magic of Overlanding with real people really roughing it and relying on the Canyon AT4X all the way. So, we partnered with four outdoor adventure influencers and an award-winning director duo to film a stunning documentary about the importance of Finding Nowhere. This x5 day trek into remote areas of southern Utah required a nimble production crew who was up for anything, including sleeping in tents overnight, complex logistics spanning two crews, x4 state and federal parks, and a mobile production caravan that was constantly on the move.

In the end, we not only won the hearts of the Overlanding community, but we also established the Next Generation Canyon as “The Official Vehicle of Nowhere”.