With AI art making headlines, other non-human creators are looking to grab some of the limelight as well.
That is the idea behind the latest work for GMC’s Canyon AT4X, a collection of canvases painted with mud, with each splash, spray and thud all produced by a truck.
GMC’s creations are all captured in a piece that sees the mid-sized pickup, Canyon AT4X, conquering trails while covering canvases in “Mudern Art.”
“The Canyon AT4X offers serious off-road equipment and advanced technology for enhanced capability and convenience,” explains Matt MacFarlane, national marketing communications manager for Buick GMC. “While we’re having fun with the art world, it’s a way for us to nod to the fun you have when you’re conquering any terrain in a Canyon AT4X.”
The artworks, titled “Earth is a Journey,” “A Dance of Dirt and Drive” and “Tired,” are each named after their creation of being dragged, driven and splashed, respectively. Prints are available for download at GMC Canada.
“The juxtaposition of art world and off-road is such a fun place to play in,” says Steve Persico, co-CCO at Leo Burnett, the agency that helped with the creation of the campaign. “It leans into that awesome footage of the truck doing what it does best, and then it gives it something to do that you never thought about it doing.”
Persico adds that the shop loved the idea of making the campaign’s subject the artist.
Alongside the “making of” and digital pieces, the physical canvases will be a mainstay for GMC. Each canvas will also eventually find a home hanging on the walls at GM headquarters.
“Art tells a story. These pieces tell a story of the Canyon AT4X. And that’s what makes campaign work so well,” says Persico.
The campaign, running on social and digital, launched this week with plans to continue releasing engagement pieces across all channels.
Carat handled the media buy.
Today, parent GM announced that lengthy labour disputes cost it more than USD $9 billion causing the automaker to cut its 2023 profit outlook.
