GMSV launches ‘Made for More’ platform in new campaign via MBCS and CRATER
Shanan Goldring: 'This campaign was born from a simple insight: that modern families don’t want to choose between power and engineering, or comfort and capability.'
General Motors Specialty Vehicles (GMSV) has launched its new multi-platform campaign “Made for More” via MBCS.
The GMSV campaign, developed in collaboration with production house CRATER, unveils the car brand's new flagship 2025 GMC Yukon Denali into the Australian and New Zealand markets.
'Made for More' captures the aspirations of its target audience while showcasing the GMC Yukon Denali’s professional-grade capability and promise to deliver more in every moment.
The campaign is spearheaded by a hero film focussed on a cinematic “day in the life” story following a modern Australian family. From coastal mornings to city evenings, the GMC Yukon Denali is framed not just as a luxury SUV but as a lifestyle enabler, balancing performance and refinement across every journey.
The hero film for GMSV launches this month across digital and social channels in both Australia and New Zealand as part of the wider GMC brand introduction.
Harry Preston, Managing Director, MBCS, said: “It’s not every day you get to launch an entirely new automotive brand in this region, and we knew we had to make it count, so we tackled ‘Made for More’ with big ambitions and a grounded creative approach.
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“We set out to create something cinematic, but human – and CRATER brought that vision to life with care and craft.”
Shanan Goldring, Creative Director, MBCS, said: “We didn’t just want to showcase the GMC Yukon Denali — we wanted to show what it unlocks. This campaign was born from a simple insight: that modern families don’t want to choose between power and engineering, or comfort and capability.
"They want it all. So, we set out to tell a story that reflects that duality — cinematic in scale, yet intimately human. It’s a celebration of Australian family life, where every journey, no matter how ordinary, feels extraordinary in the right vehicle."
Directed by Madeline King and Cameron March in partnership with CRATER, the film captures aspirational family moments with emotional clarity and sweeping visuals. Each scene was designed to reflect both scale and subtlety, presenting the GMC Yukon Denali as a natural companion to a life well lived.
"The brief allowed us to tell a story with scale, focusing on human moments experienced alongside the impressive GMC Yukon Denali," said March.
King added: "We aimed to strike a tone that felt cinematic but relatable. The team at MBCS brought a sharp clarity to the vision from day one, and that collaboration made all the difference."
The voiceover, performed by Will Arnett, lends a familiar GMC presence to the campaign, adding subtle authority and warmth without overpowering the visuals.
“It was a privilege to support MBCS on this milestone moment for GMC,” said Steven Farrer, Partner/EP, CRATER. “Our directors led with vision, and our crew delivered at every turn. This is the kind of work we love – grounded, ambitious, and made together.”
Credits:
General Motors ANZ Marketing Director, GM ANZ: Heath Walker General Manager Marketing & Communications, GM Specialty Vehicles: Jodie Lennon Marketing Specialist – GM Specialty Vehicles: Emily Asta Digital Marketing Manager, GM ANZ: Cameron Farrant Product Marketing Manager, GM ANZ: Gervee Sarmiento
MBCS Managing Director: Harry Preston Creative Director: Shanan Goldring Creative: Jacob Abi-Arrage Head of Melbourne: Jack Bavin Senior Account Manager: Kylie Searle Account Manager: Nicholas Postlethwaite Designer: Dylan Watt
CRATER (Production) Directors: Madeline King & Cameron March DOP: Miller Best Partner/Executive Producer: Steven Farrer Partner: Justin Solomons Senior Producer: Jessica Ameduri Editor: Roy Kolber Music & Sound Design: RANRUN Studio Voiceover: Will Arnett
