GMC Sierra Denali Campaign

Client: Bin Hamoodah Auto – GMC UAE
Agency: The Crew Film
Format: 1 Hero Film + 3 Digital Adaptations

Challenge

GMC isn’t new to the UAE. It’s practically part of the landscape—especially in the hearts of older Emiratis who swear by the badge. The problem? That trust wasn’t transferring to younger buyers.

The GMC Sierra Denali Ultimate, despite being loaded with innovation and luxury, was stuck with the perception of being “your father’s truck.”
Our job: bridge the gap without losing the legacy.

Concept

We created “Legacy Meets Future”—a cinematic narrative built on a generational clash, wrapped in dust, pride, and horsepower.

At the center: a proud Emirati father and his bold, tech-loving son. The father stays loyal to his old Sierra. The son? He rolls up with the all-new Denali Ultimate and dares to change the conversation.

Opening with Mehad Hamad’s classic “يا وقت مضى,” the film anchors itself in nostalgia—before fast-forwarding into a confident, tech-savvy reveal of everything the new Sierra can do.

Tactical Focus

  1. Concept development from scratch

  2. Scriptwriting and full storyboard creation

  3. Production and direction on a tight schedule

  4. Cinematography with automotive expertise

  5. Color grading and post

  6. Platform-specific adaptations for digital, retail, and social

Production

  1. Shot in the UAE: across open desert and interior car setups

  2. High-end visual tools: RED cameras, drones, automotive arm rigs

  3. Timeline: 1-day shoot, 7 days prep, 5 days post

  4. Visual Language: Moody, clean, and muscular—matching GMC’s bold design cues

  5. Narrative Style: Light Emirati humor, cinematic tempo, authentic dialogue

Angle

  1. The father = legacy. Steady. Loyal. Old-school.

  2. The son = future. Confident. Curious. Digital-native.

  3. They clash, banter, and bond—all while revealing how the Sierra Denali Ultimate carries heritage forward without sacrificing innovation. The tech isn't forced. It flows through the story.

    Touchscreens, safety systems, interiors? Shown naturally—woven into the narrative, not slapped into screen time.

Result

180% of the sales target hit during the campaign period

  1. Became Bin Hamoodah’s flagship campaign for Sierra Denali in the UAE

  2. Praised for connecting with both younger and traditional audiences

  3. Drove high social engagement and brand sentiment across platforms

  4. Elevated the Sierra brand from just trusted—to culturally tuned, emotionally relevant

Legacy doesn’t have to be loud to be respected. This film was about showing evolution without rejection. We stayed bold, stayed premium, and made sure both generations saw themselves in the same frame.

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