Silverado Launch Work

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We were tasked with the biggest launch in GM history for one of its most iconic brands. And in a category all about brawn and toughness, there was an opportunity to define its soul; an opportunity to give dimension to what strong means. Because the modern pickup truck man is no Lone Ranger. He’s a husband, a father and a friend. (And sometimes not a man at all.) And like the truck, his will and his character is unwavering.