Exploring the history and mythology of the color black, Nextthing director Fu Binbin and McCann Shanghai create an enigmatic drama of grand proportions “to convey a palpable sense of power” for Chevrolet China.

Yaho Yeh, ECD at McCann Shanghai: “We looked at all the things that the color black stands for. From coal fires to black iron forged into tools by early settlers, to the oil that is the lifeblood of the industrial age, and today’s era of science and technology, black is considered by many to be the most advanced and the purest aesthetic of human beings.

“Through different imagery, the goal was to convey that black itself is a symbol of innate power. This is encapsulated in the essence of the Chevrolet brand: Born Powerful.”
 

 
Client: Chevrolet China

Agency: McCann Shanghai

Production: Nexthing
Director: Fu Binbin