GM CES 2021 | Exhibit Zero

Set against the backdrop of a continuing global pandemic, a pivotal year General Motors, and the challenges of an all virtual CES we were tasked with redefining GM’s corporate identity, shifting their perception from traditional automakers to tech innovators. Our response was "Exhibit Zero," a visually immersive, narrative-driven virtual experience unveiled at CES 2021, which showcased GM's commitment to an electric and autonomous future. This initiative centered on the introduction of GM’s innovative Ultium platform—a versatile EV architecture—signaling a significant inflection point for the automaker and a step towards achieving their goal of "Zero Crashes, Zero Emissions, Zero Congestion."

The Virtual Exhibit

For CES 2021, General Motors launched "Exhibit Zero," a transformative virtual exhibit that repositioned the company at the forefront of automotive technology. We led the development of this comprehensive online destination. The exhibit comprised a dedicated virtual exhibit page, scheduled streaming keynotes, a suite of narrative films showcasing groundbreaking technologies and concept vehicles, and an engaging augmented reality experience. Together, these elements vividly illustrated GM's ambitious vision for a sustainable and technologically advanced future, underpinned by the Ultium platform.

The Ultium Platform

This piece demonstrates the versatility and potential of GM’s new modular skateboard EV platform, showcasing an array of vehicles from cars to flying machines that could be built using this technology.

Brightdrop: The Fastest Pet Turtle in History

Follow the journey of a Ed, the toy turtle in a story that introduces GM's BrightDrop system. This narrative illustrates the speed and efficiency of GM's EV and automated logistics solutions, from warehouse automation to delivery to Ed's new owner.

The Hummer EV: Hawk River Trail

Experience the rugged capabilities of the new Hummer EV in "Hawk River Trail." This adventure film highlights the vehicle's exceptional features, including the innovative Crab Walk, which allows it to maneuver diagonally to navigate around obstacles effortlessly.

Cadillac PAV: A Night Out

Join Elaine Welteroth and friends featuring the fully autonomous Cadillac PAV concept vehicle. This film presents a futuristic vision of urban mobility, emphasizing luxury and innovation in autonomous vehicle design.

Super Cruise: Calmest Man on the 405

Witness the serenity of hands-free driving. Featuring meditation expert Jesse Israel, this film showcases GM’s Super Cruise technology in action during a busy commute, highlighting the peace and reliability it brings to everyday driving.

AR Concept Cars

Complementing the films, an AR experience enabled users to engage with the concept vehicles through their mobile devices, offering a life-sized exploration of GM's visionary designs.

The "Exhibit Zero" project not only marked a significant evolution for GM but also showcased the breadth of digital storytelling and innovative content creation. Through films and AR technology, we captured the essence of GM's transformation and their stride towards a sustainable, technology-driven future.