Turning the key on a new buying tool for a leading car marketplace
Autotrader, the leading automotive ecommerce site in the U.S., wanted to create awareness for a new tool making it easier to start the car buying process. As a leader on the in-house creative team, I developed the video series concept "Accelerate Things" that used humor and the camaraderie of sponsored NASCAR drivers 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.
"What else could we accelerate?" was the question I asked the creative team, and we put together a set or funny shorts in which one of the drivers found everyday scenarios and made them vastly quicker and more powerful – these included grilling out, using a shopping cart, playing with a radio controlled car and mowing the lawn. From there I had a direct hand in planning, directing the build out of props and art directing the video shoot on location in Mooresville, NC, as well as directing both driver during the shooting process. In post production, I created the on-screen UI images that are seen in each video and directed our videographer through the editorial process.
After the pleasure of planning and art directing the production, we delivered four very fun videos.
The shorts were used on Autotrader's social media accounts, aired on television during NASCAR races, and shown on jumbo screens at races across the country – all of this with viewership of more than 99 million people. The awareness campaign for the new Accelerate My Deal functionality helped to ease the car buying process on the company's website.
