GMC wanted to excite young off-road adventurers about its new Canyon AT4X. But most truck ads all look the same - “go off-roading and get muddy”. This time, GMC wanted to elevate what it truly means to get dirty.When a truck is a workhorse, getting dirty is part of the job. But when the Canyon AT4X is covered in dirt and mud, it’s beautiful, and we call that “Mudern Art”. We turned mud into our medium, filming the truck dragging and splashing blank canvases in a display of off-road artistry.The videos showed how three unique pieces of art were created, and led to a microsite where people could learn more about the Canyon AT4X, the making of the art, and download digital prints of the final pieces.To further amplify the idea we engaged Mason Mashon, an Indigenous adventure photographer and influencer, to create art with his own GMC truck.But we didn’t stop there, because real art needs to be enjoyed in real life. The actual art was displayed at Canada’s largest auto shows, which gave people a chance to see the art and the truck that created it, up close and personal.
