Chevrolet — Father’s Day Legacy
A father, a son, and a truck that never quit. A Father’s Day story about legacy, told with dust on the boots and honesty in the eyes.
Client
Chevrolet
Production
Seed
Post-Production
Fluff & Fold
Director/Writer
Matthew Underwood
Managing Director
Bradley Johnson
Deliverables
:90, :60, :30 brand films + 15 print assets
Location
Yellowstone Season 1 Ranch
Strategy
A Father’s Day film that honors Chevrolet’s legacy by honoring fathers themselves. Keep it restrained and cinematic, invite emotion without shouting, and let performance, landscape, and machines do the talking. Pair a fully original-parts 1968 Golden Anniversary Chevy with a modern model to show continuity across generations.
The Challenge
Small budget. Big country. Two shoot days. Mountain weather that turned into hail. Horses that preferred the foothills to call time. A classic car we had to sweet-talk from a local. We kept it tight: camera car with pursuit arm, locations within 30 miles, a crew that moved like a ranch team. The storm didn’t stop us. It sharpened us.
Execution
Creative Direction
Father and son rituals with Chevrolet at the center, cut to a spare, honest VO that reads like a letter.
Cinematography
Handheld intimacy mixed with tracking runs, controlled movement on the arm car, horizon lines that feel American West.
Editing & Post
Uppercut Post partnered with Seed to keep pacing lean and emotional, grade anchored in natural contrasts and true metal tones.
Assets
- :90 hero film
- :60 and :30 cutdowns
- 15 print frames for social and digital
Why It Worked
Fathers often go uncelebrated in the quiet work of raising kids, especially sons. This film placed that truth up front. It kept Chevrolet where it has always been in stories like these: not the headline, the backbone. The piece drove organic reach in the hundreds of thousands nationwide. Chevrolet licensed multiple clips for a national legacy campaign and ran them in broadcast for a three-month Country Music Awards window.