GMC PROSHOT

Each year GMC participates in the Calgary Stampede, both as a major sponsor and through their multiple brand activations throughout the park. Super-sizing the classic midway game “Water Racer” the GMC Proshot was the brands main attraction, only GMC used water canons to shoot targets and raised actual GMC trucks 10 feet in the air. This helped to showcase GMC’s upcoming line up of trucks and create a memorable brand impression to the thousands of Stampeders attending the park daily.

GMC prides itself on its precision and craftsmanship and being that they are in Calgary they wanted to pay homage to the history of the city. Designing the main stage as though it were built out of the side of a mountain created a familiar environment with wild horses, oil pumps and dinosaur fossils. The game itself requires precision and skill, while the “Blue print” game posters and props illustrated GMC’s dedication to craftsmanship and cutting edge technology.

I designed, conceptualized and illustrated everything from the main stage, game props, and wayfinding, to illustrating custom one of a kind t-shirt give aways and prizes.

ART DIRECTION | DESIGN | ILLUSTRATION