Implementation of the “UP” set was a challenge far beyond what is evident on camera. The challenge at hand was to build a practical apparatus that could seamlessly elevate 4 actual Chevy vehicles, one on top of the other, in front of real people. Not only would this be a feat of engineering and choreography in a “regular” commercial, (with the opportunity to start and stop and finesse during any given take) but this had to be accomplished with grace and a hands-off precision akin to the "man behind the curtain”.

In executing this challenge we were met with countless obstacles, beginning with the location. We knew to manage a set of this scale we had to go well beyond any practical spaces we were accustom to shooting in and around Los Angeles. Upon discovering the Tustin Blimp Hangar we knew we had found the space. With a clear-span ceiling close to 200ft high we had the freedom to erect our Super Truss that acted as the primary overhanging structure for “UP”. Not only was this location big enough for the apparatus we were planning to build, it also had a style and texture that we felt captured the essence of “UP”. The symmetry and vastness of the hangar offered the perfect backdrop to showcase this spot.

Now the real work began…

We knew that we would need to build an elevated stage to reveal the vehicles from. We also knew we didn’t want the stage to be so high off the ground that the Real People would we be clued into the fact that there were so many vehicles set to rise right in front of their eyes. After doing some preliminary structural engineering we knew we needed to keep the vehicles a certain distance from one another in height to guarantee their safety. This calculation dictated the height of the stage and in turn how many vehicles could be pre-rigged to the overhead SuperTruss.

When the real people arrived on set and met Potsch they were presented with one vehicle on the stage (Malibu) and a ring of lighting hanging over it. At that point one additional vehicle (Camaro) was just barely hanging underneath the stage connected to the platform holding the Malibu. Each vehicle was suspended by a 1” thick aircraft cable, 4 cables all together. Once the Malibu rose to reveal the Camaro we had approx 90 seconds to move in the next vehicle (Equinox) and lock in the 4 cables and one electrical control cable. The two vehicles that were standing by to be connected (Equinox & Silverado) were guided into place on a steel track and grooved steel wheels. Using an electric fork lift (electric for the sake of silence) we pushed the two awaiting vehicles into their ready positions to connect them and lift them. You’ll notice the focus and precision necessary to make the apparatus work and the fluidity that each individual performed under to accomplish the goal.

On a personal note, this was such a massive undertaking by so many talented people working to make this a reality. Beginning with an incredibly ambitious idea we all came together and created something we are so incredibly proud of. I recall standing in the hangar looking at what we had created with such pride and gratitude. This is truly a special project to have been a part of.

CHEVY “UP” Build Timelapse:

Design Presentation: