Today, General Motors Co. announced an ongoing collaboration with Perception, one of the high-lights of which is the revolutionary GMC HUMMER EV. Perception worked closely with GMC to conceptualize and design the digital experience within the HUMMER EV, including the Instrument Cluster and Center Stack. The HUMMER EV’s future-forward design and epic capabilities align perfectly with Perception’s brand of cinematic user-experience design.
For over a decade, Perception has been conceptualizing technology and gadgets seen in films such as Marvel Studios’ Black Panther, Spider-Man: Far From Home, and the Iron Man films. At the same time, the team at Perception has been working behind the scenes on real technologies for companies like Samsung, IBM and Intel.
In their collaboration with GMC, the team at Perception blended their experiences in both film and technology to design a cinematic experience for the HUMMER EV. By designing a system of da-ta-rich layouts and informative visualizations, Perception has created an experience that matches the HUMMER EV’s incredible prowess. Some of the key experiences in the HUMMER EV align with unique features like Watts To Freedom and CrabWalk.
“Throughout the HUMMER EV Digital Experience, there are several key interactions that celebrate dramatic moments within the vehicle,” said John LePore, Chief Creative Director at Perception. “From statements of incredible performance, to capabilities never before seen in an automobile, these moments leverage Perception’s cinematic capabilities to capture the spirit of the incredible HUMMER EV.”
From the moment the vehicle is turned on, the user is greeted with the HUMMER EV welcome animation, introducing the lunar theme seen throughout. The lunar theme harkens back to GMC’s involvement in the space program, and reflects the future-forward nature of the HUMMER EV. The lunar backdrop changes brightness dependent on lighting conditions (especially important with the HUMMER EV’s Infinity Roof), and even the transition from day-to-night feels like an inter-stellar event.
Together, GMC and Perception obsessed over every detail within the HUMMER EV’s digital experience. From all-unique iconography, to a custom-designed typeface, every single element was tailored to this very special vehicle.
After years of collaboration, the HUMMER EV brought Perception’s relationship with GMC to the next level as it was the perfect canvas for Perception’s craft. The entire Perception team looks forward to continuing to apply their cinematic focus to some of the most exciting vehicles on earth.
To learn more about the in-car experience of the GMC HUMMER EV, visit Perception’s GMC HUMMER EV case study.
About Perception:
Perception is a team of design visionaries brought together to architect the future of technology for cinema, and the world’s most innovative companies. The two founders, Danny Gonzalez and Jeremy Lasky, started the company in 2001 to pioneer a new era of motion graphics, becoming one of the first studios to blaze the trail of high-end visual effects all created on the desktop. In the last 20 years, Perception has evolved to break new ground in cinema and cutting-edge user experience design. The Perception team divides their days teleporting between the parallel dimensions of fantasy and reality. Whether working on the next superhero blockbuster or an intelligent and delightful experience for industries of the future, storytelling is at the very foundation of everything we do.
Danny Gonzalez
Daniel Gonzalez started his career at R/GA after graduating from St. Johns University where he received a BS in Business. For 6+ years he lead the visual effects team for feature films, global ad agencies and broadcast networks. In the Fall of 2001, Gonzalez co-founded Perception with an RGA colleague, Jeremy Lasky. They formed a motion graphics studio that lead the revolution in creating groundbreaking design and visual effects on the desktop. Now in it's 18th year, the studio has sharpened its focus to become global experts in designing futuristic UIs for both feature films and for the most powerful brands in technology. From Iron Man to IBM, from The Avengers to SpaceX, the studio has an extremely unique niche that truly bridges the gap between science fiction and science fact. Gonzalez co-leads new business initiatives, shapes the company’s growth, while overseeing a full-time staff of 15.
Perception has been featured on Engadget, Art of the Title, Cinefex, Gizmodo, ACM Siggraph, ADC nominated at SXSW for Best Title Sequence and twice nominated for an Oscar for Best Visual Effects. Gonzalez has lectured/guest speaker on design and technology at OTIS, SCAD, Boeing, Carnegie Mellon’s ETC and NYU ITP. He's also given presentations and workshops at some of the biggest tech giants in the world including Samsung, SpaceX, Intel, Microsoft, GE, Northrop Grumman, Audi, Mercedes, Ford, Chrysler and Apple.
Gonzalez’s past work has been showcased on the film screen and televisions across the world, while Perception’s work can be experienced on the big screens, in smart homes, automobiles and mobile devices across the planet!
