Buick: The New Class of World Class

What happens when you take an automotive brand, add some video game inspiration, mix it in with some advertising and put it on the web?

The Buick microsite.

Developed by MacLaren McCann, Toronto’s Jam3 and US-based Motion Theory, the site is an experience entirely in itself, taking the viewer on a tour through Buick’s creative process and philosophy. Incorporating full-window documentary video and voice-over work to enhance the whimsical nature of the content, tied together by the bow of visual effects, it’s a visual tour-de-force which holds the viewer in place, content to soak in the feeling evoked by the entire production.

The microsite consists of a tour through the overall Buick process, with three links (to the new Regal, Enclave and Lacrosse) jumping to the regular Buick site.

“We worked for over 2.5 months on this project learning the intricate, behind-the-scenes processes being implemented by Buick, then sat down with Buick Design Director Dave Lyon to allow him to tell the story that unfolds on the site,” explains MacLaren MRM Group CD Andre Le Masurier. “It might sound like a cliché, but great products tell great stories and this new line up from Buick really just sells itself — as witnessed by the social component built into the site. Our client could not be happier with the end result and the tight collaboration between the three shops involved is really what allowed this site to be what it is.”

More images after the jump.



2 Responses to “Buick: The New Class of World Class”

  1. Social comments and analytics for this post…

    This post was mentioned on Twitter by jam3: Boom! Applied Arts feature on the brand new Buick site we produced. http://bit.ly/dz7WkK

  2. [...] The other week, we highlighted the new Buick microsite from MacLaren McCann. Well, MacLaren Group CD Andre Le Masurier also alerted us to their launch campaign for Halo 3 ODST from last fall. [...]

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