For the launch of the 2014 Chevrolet Malibu, we wanted to create a digital campaign that played off of the TVC tagline "The Richest Guys on Earth."
We created a truthful, but not condemning, commentary on the role of social media in our society, and what it means to capture the moments that make us The Richest Guys on Earth (or, as we shortened it for digital, "Truly Rich"). It consisted of both long and short format films for a variety of digital placements, as well as a social campaign using the hashtag #trulyrich.
This two-minute film was the cornerstone of the campaign. It was directed by award-winning documentary filmmaker Lauren Greenfield, and edited by Lonely Planet's Max Koepke.
It was later cut down into a :60 for broadcast.
Winner of one three D Show awards, including best of digital media.