Cadillac runs a performance driving school and asked if we’d be able to capture some coverage of an upcoming event. So we dug in and did our research, and before long discovered this was a lot more than fast cars on open tracks. The depth of the experience, the sheer emotional intensity of what was about to take place in the lives of every participant would make for great film. And with the discovery that we’d be in the company of racing instructors and the engineers behind the racing team, we needed to get people talking. What began as a request for documentation of an event, turned into a powerful brand film that lived on as a national television commercial, and became a library of some of Cadillac’s most visceral performance footage.
This breakthrough company made its debut at the LA Auto Show. With so may new phantom brands attempting to capitalize on electric mobility, Rivian needed to prove itself as a real manufacturer with a real – very capable - vehicle based on real technology. We created a storyline that would allow us to exemplify everything Rivian believed as the maker of the world’s first Electric Adventure Vehicle as we took their 800HP electric pickup truck across the prettiest and baddest terrain in the Pacific Northwest. This piece was accompanied by a documentary short which tells the full company story.
We were asked to develop content for a specialized subscription service of Cadillac. It became clear that before we shared any creative ideas, we needed to develop a sound creative strategy, and demonstrate an in-depth understanding of both the branding and the business challenges.
This film treatment, and the documentary short that resulted, was the product of a personal conversation between director Scott Zacaroli and a man who had miraculously recovered from complete spinal paralysis. The treatment was used to garner support for the film, which features multiple stories of astounding healing, and emotional and physical triumph. One day, or day one can be viewed in its entirety under the WORK section.