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GMC + Call of Duty | Touch Grass

The Project

GMC HUMMER EV presents a esports series highlighting the stars of the Call of Duty League.

The Challenge

Capturing the excitement of the Call of Duty League season while staying efficient and nimble. We proposed in-season profiles of the hottest players, timed to each event. This posed a multi-dimensional challenge: we needed to capture authentic gamer culture and vehicle performance across four diverse locations (Toronto, Boston, Dallas, and Los Angeles), close enough to events to be relevant while also allowing time for post production. Beyond the logistics of coordinating multiple crews and ensuring consistent production values, we also had to track professional eGamers and their rankings in the Call of Duty League, weaving their competitive journeys into the narrative. Balancing live-action sequences, branded storytelling, and the fast-moving dynamics of the league required precision, adaptability, and creative alignment at every stage.

Our Approach

Journalistic storytelling, reminiscent of NFL player packages—creating hyper-relevant content tied to each competition. With only a handful of HUMMER EVs available and a tight production window, filming the vehicle in multiple locations demanded a highly flexible solution. Balancing limited talent availability, fast-moving production schedules, and rigorous approval processes added another layer of complexity to every episode.

The Result

Episodes dropped just before major events, keeping content timely and resonant with fans. The Touch Grass series gave GMC a strong, authentic presence throughout the CDL season. The partnership tapped into a record-breaking year for the league, which generated nearly 43 million hours watched in 2023—a 200% increase from the previous season—cementing the HUMMER EV as a bold fixture in competitive gaming culture.

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