GMC HUMMER EV presents an esports series highlighting the stars of the Call of Duty League.
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. 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, we also had to track professional eGamers and their rankings in the Call of Duty League, weaving their competitive journeys into the narrative.
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.
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.