Beast Detroit Scores with Basketball Trick Shot Team Dude Perfect

Editorial facility contributes to web and broadcast campaign from Leo Burnett Detroit for GMC

Beast, one of the country’s top editorial facilities, recently completed work on a web and broadcast campaign for GMC from Leo Burnett Detroit featuring basketball trick shot team Dude Perfect. The campaign, dubbed the “GMC Heavy Duty Pickup Games,” promotes the GMC Sierra Denali Heavy Duty, and broke on the web on June 1, 2010. One of the nine videos, “Airplane,” was cut down into a :30 spot that aired during the NBA Finals.

Beast Detroit editor Chris Chynoweth traveled to Austin, TX for a three-day shoot for the project, working closely with the agency and production company Action Figure to determine the best approach. “One of the advantages to being on the shoot is that I get a feel for the material before I even sit down to start cutting,” Chynoweth said. “I know the team and I know what they’re looking for. Being there gives me a sense of what will work and what won’t, as well as the direction the agency wants to take.”

The video series features a variety of trick basketball shots, including one from an airplane that was accomplished in just two takes. “The airplane shot was incredibly exciting,” Chynoweth said. “It was the first video in the project that I cut for them, and because I already knew what they wanted, I was able to turn it around very quickly.”