Brand

General Motors Launches Hollywood Creator Competition With New Vehicle as Grand Prize

Published on March 26, 2026

General Motors has launched GM Creator Lab, a creator competition that places 25 selected participants on five Hollywood sets to produce short-form social content featuring GM vehicles.

The competition runs from March 25-27 in Los Angeles, where creators film on LED volume walls designed around specific GM models.

The five stages are: the Buick Envista “The Buick District” downtown street scene, the Chevrolet Silverado EV canyon campgrounds, the Chevrolet Corvette Miami Art Deco set, the Cadillac Escalade IQ red carpet, and the GMC HUMMER EV museum heist. Each set includes interactive props and environment-specific features, such as a robot arm, “Glam-bot,” on the red-carpet stage and simulated dirt bikes on the canyon campgrounds set.

Creators and YouTube personalities Kinigra Deon and Adam W serve as hosts, guiding and supporting each creator participating in the competition.

Deon announced the program in an Instagram video. “GM Creator Lab is a competition for creators who are ready to think bigger,” she said. “All you have to do is make your best content featuring GM.”

The winning creator selects a new vehicle from a lineup of 2026 GM models, including the Cadillac OPTIQ Premium Sport.

GM has positioned the initiative as part of a broader effort to reach consumers through social formats and creator-led storytelling across its brand portfolio, which includes Chevrolet, Buick, GMC, and Cadillac.

In late 2025, GM partnered with Good Good Golf and production company Portal A to produce “The Great American Golf Adventure,” a creator-led series featuring the GMC Sierra EV AT4 filmed in Wyoming. That campaign generated more than 10 million views and over 100,000 engagements across the GMC and Good Good channels.