McCann Erickson SP

GM Tracker “Restart”

The Chevrolet Tracker is the best-selling SUV in Brazil. To promote the launch of its newest model, WMcCann agency and Lobo created a film that draws a parallel between the evolution of SUVs and the transformations in video game technology – represented by the successive stages in a game.

Directed by Rodrigo Carelli, the film starts with a series of urban shots filmed in São Paulo, where buildings, vehicles and various pieces of street furniture are transformed into blocky, pixelated versions of themselves, reminiscent of the earliest video game systems of the late 70s/early 80s. The whole landscape then becomes the setting of a high-speed racing game, with boxy cars zipping through a three-dimensional 8-bit world.

The subsequent stages in the game represent each a new advancement in technology, with the graphics becoming increasingly refined – until the game restarts and the real, new and improved Tracker bursts through a pixel wall back into our real world, for a stunning performance sequence.

The vintage video game inspiration in this campaign is filtered through a contemporary lens, where low-resolution visuals are combined with dynamic 3D camera moves, balancing the nostalgia with a forward-looking approach.

 

Videos

GM Tracker "Restart"
MKOF GM Tracker "Restart"

Stills & Concept Art

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Credits

Agency
W/McCann Sao Paulo
Director
Ricardo Carelli
Executive Producer
Francisco Puech Leão
DOP
William Etchebehere Neto
Art Director
Claudio Henrique do Amaral Peixoto
Production Assistant
Fernando Porto Alves Alcântara
Line Producer
Luiza Leal Medeiros Hakme
Post Production
Livia Portugal, Beatriz Brandão
CG Lead
Danilo Enoki
3D Coordinator
Cris Santos
3D Modeling
Marcos Smirkoff
Render
Igor Colaiacovo
FX/Dynamics
Luiz Duarte, Alexandre Yamamoto, Gabriel Reid
Animation
Ronaldo Brito
Rigging
Leonardo Cadaval,Felipe Gimenes, Henrique Ribeiro, Flavio Castello
R&D
Filipe Lopes
Cinema 4D
Mau Borba, Thomas Mena
Motion Design
Marcio Mattos, Luiz Albere
Editing
Kaue Kabrera
Color Artist
Leticia Blanco
Composition
Leandro Penna, Nara, Rodrigo, Diego, Gassan, Bodão, Naiara