Each year, GMC takes part in the Calgary Stampede as a major sponsor, using the opportunity to connect with thousands of attendees through immersive brand experiences. In 2019, GMC set out to make a bold impression by putting a rugged, high-impact spin on a classic midway game — resulting in the GMC ProShot, the brand’s headline attraction at the park.
Inspired by the traditional “Water Racer” game, the GMC ProShot super-sized the concept: instead of water pistols, players used full-sized water cannons to hit precision targets. As participants hit their marks, they raised actual GMC trucks — towering 10 feet into the air — creating a highly visual and interactive showcase for GMC’s new truck lineup.
To tie in GMC’s brand pillars of precision, power, and craftsmanship, and to pay homage to Calgary’s rich Western heritage, I was tasked with conceptualizing and illustrating a full environment for the activation. The main stage was designed to appear as though it was carved directly from the side of a mountain, featuring details like wild horses, oil rigs, and dinosaur fossils — subtle nods to Alberta’s natural and industrial history.
The visual system extended across every touchpoint:
- Blueprint-style game posters and props communicated GMC’s focus on design and engineering.
- Customt-shirt giveaways and prizes reinforced the brand’s rugged appeal and collectibility.
- Wayfinding, signage, and environmental graphics guided visitors and brought continuity to the experience.
I was responsible for concepting, designing, and illustrating every element of the activation — from large-scale stage art and game interfaces to merchandise and supporting print materials. The result was a fully immersive, high-energy brand experience that left a lasting impression on attendees, elevating GMC’s presence at one of Canada’s most iconic cultural events.
ART DIRECTION | DESIGN | ILLUSTRATION