I could not have predicted that a filmed interview I directed to promote TrueCar’s racing team would lead to me spending two weeks at Indianapolis Motor Speedway, the “Brickyard,” (a track with a surface temp of 120 degrees, where no shorts are allowed) filming some of the fastest women on the planet.
My relationship with TrueCar was all-encompassing and led to the documentation of deeply personal moments for the agency and the client. TrueCar.com was at a crossroads and I was initially hired to direct thoughtful, documentary-styled shorts about their all-female racing team, then their executive’s position on Big Data, then a film about how their network functions which was created for new dealers, then their entire 2012-2013 network campaign and on-air spots which were testimonials of real people, and finally the moment the company went public with a spectacular image of the executives looking at their stock symbol on the NASDAQ board at Times Square. In collaboration with Tiny Rebellion, I helped set the look-and-feel of imagery for TrueCar from their commercials to their corporate images.
I became a teammate for the agency, steeped in the brand. We operated and related with each other as family and what we did as a group helped build positive momentum for TrueCar.com and turn the company around.
Ultimately, my goal was to capture the spirit of the place, both the brand, the services, the spirit of the customers and even the spirit and sentiment of the executives.
Creatively, for the racing films I wanted to bring the staccato and immediateness of racing to viewers so I would often shoot with very high shutter speeds and with a shallow depth of field. Lots of running and shooting, very frenetic. When shooting the racers off-track, I would shoot warmer and more grounded, more open.
For the commercials, which really ended up setting the look for TrueCar for some time, the idea was to expand on TrueCar’s transparency (one of their main values and the reason they are a disruption in that sector). We shot through white orchids and through glass, lots of reflections and transparent objects, layers. We also created brilliant reflections and lights at the edge of frame. Even on the corporate portraits, we shot with a rich transparent background filled with lights and reflections.
My collaboration with Tiny Rebellion and TrueCar has been one of the most fulfilling of my career because of the combination of autonomy, trust, creativity, and deeply personal connection that fueled the project from the start.