Brief

To showcase the new Silverado model, Chevrolet partnered with Commonwealth/McCann, MJZ’s Rupert Sanders and The Mill/MPC on a film that takes the viewer on a nostalgic journey through different generations.

Approach

The Mill/MPC’s Mark Gethin graded the film, enhancing the different eras and remaining authentic to the visual style of each time throughout. References from each era going back to the 1920s were collated, to get a comprehensive idea of the mood of each year. The team experimented with old film LUTs to enhance the images and create the reds bleed.

Impact

Mark Gethin took home an award for Colour Grading at the 2019 AICP Awards for his work on “Tailgates”. The campaign was also shortlisted at the 2019 D&AD Awards for Production Design.

+131k
Views on YouTube
FEATURED
In The Drum
1
Award, & 1 shortlisted
Client

Chevrolet

Agency

Commonwealth/McCann

Production Company

MJZ

Director

Rupert Sanders

DOP

Jess Hall

‘Tailgates,’ takes a journey through the decades as seen from the tailgate of the Silverado, from the early 1900s to the present day – where the Silverado tailgate can be closed with the click of a button. It’s a look back on American life through what they carry in their trucks. The point of the spot is that people, the music, the locations, the jobs might change, but the strength, versatility and dependability of the Silverado remains.

Full Credits

The Mill/MPC
Colourist:
Mark Gethin:
Agency Team
Commonwealth/McCann:
Creative Directors: Bob Guisgand, Dave Muller
Executive Producer: Kelly Balagna
Producer: Adam Van Dyke
Production Team
MJZ:
Director: Rupert Sanders
DP: Jess Hall
Line ProducervLaurie Bocaccio:
Post Production Team
The Mill/MPC:
Colourist: Mark Gethin
Senior Executive Producer, Colour: Meghan Lang
Senior Producer: Karena Ajamian
Producer: Rebecca Boorsma
Creative Director: Claus Hansen
Flame Lead: Cynthia Lee
Flame Team: Noah Caddis, Rob Ufer, Andre Arevalo, Sam Shiftlett, Kathleen Kirkman, Josh Pena, Deepak Baranwal, Pramod, Dwivedi, Jaswan Vishnu Prasath