Turning the key on a new buying tool for a leading car marketplace
Autotrader, the top automotive ecommerce platform in the U.S., needed to spark awareness for a game-changing tool that kickstarts the car buying journey. As a leader on the in-house creative team, I created the "Accelerate Things" video series, blending humor and the high-energy dynamic of NASCAR stars Joey Logano and Brad Keselowski.
Produced while still social distancing during the pandemic, I developed the concept for and art directed this broadcast television spot for Piedmont Healthcare. Traditional video shoots were not possible, so I selected stock footage curated to create a cohesive production quality complimented by custom screen graphics and titles.
I asked the creative team, “What else can we accelerate?” and we delivered. We turned everyday moments—like grilling, grocery shopping, racing a rocket-powered RC car, and mowing the lawn—into fast-paced, hilarious shorts. I played a hands-on role from overseeing planning and consulting on prop builds to art directing the video shoot in Mooresville, NC, and guiding the drivers through every take. In post, I crafted the on-screen UI elements and led the editorial process with our videographer to bring it all together.
I had a blast planning and art directing, and the result? Four insanely fun videos delivered!
The shorts were featured across Autotrader's social media, aired during NASCAR broadcasts, and displayed on jumbo screens at races nationwide, reaching over 99 million viewers. This high-impact campaign boosted awareness of the new Accelerate My Deal feature, streamlining the car buying experience on the site.
