In these two new spots for GMC, “Laser” and “X-ray,” BRW USA’s Fred Raimondi casts GMC’s Sierra truck as a player in a thriller poised to help the hero get the bad guys. The Sierra is the ultimate marriage of form and function. Not only is GMC’s iconic image of power and durability conveyed through pristine visuals, its advanced engineering is showcased via FX-driven laser and x-ray technology that hints of things to come. Raimondi worked with Leo Burnett Detroit and Asylum to bring the stories to life.
Set in laboratory/test facility environments, both spots feature the Sierra and its inner workings. The tag line, “when you never compromise, you have nothing to hide” sets the narrative through line, which unfolds with a product demo that’s organic to the story. Raimondi says he added fun touches to make the technology accessible to viewers. For instance, he asked the actors playing lab techs to engage with the large touch-activated screens depicting the inner workings of the GMC Sierra, in the same way they’d engage with their iPhones.
“When [Leo Burnett Detroit ECD] Peter [McHugh] sent me the boards, I was blown away,” Raimondi says. “Tasked with creating ‘futuristic, yet feasible’ scanning devices and the story surrounding them is a dream gig. With Peter and I it was like a creative tennis match, volleying ideas back and forth like it was Wimbledon.”
“Fred and I worked together on the FX for the Impossible is Nothing campaign for adidas when I was at 180 Amsterdam, as well as the Nest Egg campaign for A.G. Edwards at Carmichael Lynch,” says Peter McHugh, ECD, Leo Burnett Detroit. “So when he evolved into a director/VFX specialist, I knew exactly who the right guy for the job was for our GMC projects. Fred’s full of ideas, super-collaborative, and he executes his work with precision and brilliance. On top of that, he’s just a pleasure to work with. ”
Raimondi created visual treatments for the spots after the location scout. A tight schedule didn’t permit previs. Raimondi drew instead upon his extensive experience as a Visual Effects Supervisor and utilized his own 3D studio to devise many of the camera angles before the three-day shoot.
Another component of the spots’ continuity stems from Raimondi directing and designing the GMC Sierra HD spots “Build” and “Inside,” which were prequels to “Laser” and “X-ray.” The all-CG spots evoke a sci-fi genre assembly line of the future, featuring flying robots putting together the GMC Sierra’s HD series engine, transmission and frame in an anti-gravity environment.
“Moving from ‘Build’ and ‘Inside’ to ‘Laser’ and ‘X-ray’ was a natural progression for me,” Raimondi explains. “I was already in the zone creating these sci-fi worlds so I brought ‘Laser’ and ‘X-ray’ into the realm of the physically possible with just a touch of magic.
“It was my first time working with cinematographer Anghel Decca, and it won’t be my last. He has an amazing eye and I love his process as well. He’s like a surgeon who paints with light.”
Longstanding collaborators, Production Designer Bradley Thordarson, and Asylum’s team, led by VFX Supervisor Zach Tucker, were also indispensable creative partners, Raimondi asserts.
CREDITS
client: GMC
spots: X-ray
agency: Leo Burnett Detroit
agency producer: Mark Nicolas
agency ecd:Peter McHugh
agency cd/cw: Chad Laughlin
ad: Jesse Rea
production company: BRW USA
director: Fred Raimondi
ep: Andy Traines
line producer: William Butler-Sloss
dp: Anghel Decca
editorial company: Migrant Editors
editor: Nate Hubbard
post/fx company: Asylum Visual Effects
ep: Michael Pardee
vfx producer: Les Jones
vfx supervisor: Zack Tucker
3d supervisor: Jeff Werner
2d lead: Joseph Brattesani
telecine company: New Hat
telecine artist: Bob Festa
About Fred Raimondi
Fred Raimondi is a pioneering digital artist-turned-director. He was a founding member of Planet Blue and was instrumental growing Digital Domain’s commercials division as both VFX Supervisor and later, director. Both companies helped pave the way for today’s integrated filmmaking standard. In addition, Raimondi is a versatile editor, photographer and musician. He refined his talent as a director working with top-tier artists including David Lynch, Michael Bay, David Fincher and Mark Pellington. Raimondi has directed projects for brands such as Nintendo, GMC, Chanel, Dell, SonyPlaystation and IBM, to note a few, and worked with agencies such as BBDO, TBWA Chiat/Day, DDB and Goodby Silverstein & Partners, among others. He’s been acknowledged for his work with awards ranging from Cannes Lions, Clios and VMAs, to Grammy’s and AICP honors. Raimondi is repped for commercials and digital content by BRW USA.
About BRW USA
BRW USA is a creative content production company founded by Andrew Traines, Gianfilippo Pedrotti, Michele Nocchi and Marco Bussinello. The L.A.-based shop is home to a team of experienced producers and high-end directing, design, FX and interactive talent, who offer integrated creative solutions and accompanying cost efficiencies for agencies, brands and entertainment industry clients. With its sister companies—Independent, London and BRW Filmland Milano—BRW USA has a reach that extends to Europe, South America and beyond. BRW USA is able to employ top talent from around the world in order to ensure the finest work at the most cost-effective price point for its clients. www.brwusa.com
