General Motors – “The All New GM” turns to RunawayTrain Productions

General Motors – “The All New GM” video produced by RunawayTrain Productions

2009 was tough on the auto industry and for General Motors it was no different, but when most auto manufacturer’s got conservative in 2009, GM was busy renovating dealerships, improving product, systems, and procedures. The executives at GM know the future was bright but they wanted to let the dealer base know it, so GM turned to RunawayTrain Productions in Denver, Colorado. GM wanted to create a series of video presentations that would rekindle the feelings of optimism and pride in the company, while clearly illustrating recent milestones and vision for the future.

The opening piece titled “The All New GM” highlights the themes of the campaign.  New products,new look, new clientele, new facilities, new commitment, and new spirit. GM wanted to hear from a broad cross section of employees, see high quality shots of renovated dealerships, and package it with contemporary graphics and music to create a feeling of momentum.

RunawayTrain Productions shot in multiple locations across the United States to capture a variety of recently remodeled dealerships, interviewing corporate executives, dealership managers, as well as sales and service employees. By crafting interview questions around GM’s key bullet points RunawayTrain was able to create a variety of video pieces ranging from short attention grabbers to longer, more detailed presentations.  GM liked this approach for several reasons. Economically, the modular nature of the productions gave them lots of presentation options for a reasonable budget.  By designing a campaign wide graphics package, that could be easily adapted to existing running footage, they enhanced their brand direction with a consistent graphic look that appears on many platforms, and many viewers.

The creative community also recognized the success of the production by awarding RunawayTrain Productions two Telly awards which honor the very best in film and television. Check out this and other video projects by RunawayTrain Productions on youtube, vimeo, and vodpod.

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