Can you sell a brand in three and a half minutes without saying a word?

With cars like these, sure

A luxury car rental company wanted a promo built around its tagline, something for the showroom screen, the website and short cuts for social ads

I produced and directed it, one of several films and photo shoots I made for them

Macro first

Here is the deal, people who rent these cars already know what they look like from across the street. What they've never seen is the car up close

So the camera goes macro. The yellow paint with the sun rolling across it, the grille, the dashboard, the leather, an engine bay, the stitching on a seat

That's the craftsmanship they're paying for by the day

Macro is unforgiving though. A fingerprint on chrome or a speck of dust on black paint looks like a boulder at that distance, so somebody always has a cloth in hand

Then the drive

A sunny drive through Beverly Hills, a model with a red convertible, top down, the kind of afternoon the customer is picturing when he picks up the phone

The logo card with the tagline lands twice, once in the middle and once at the end, so even somebody who walked past the screen halfway through gets it

One shoot, many cuts

Why plan a promo and a commercial and a photo shoot as three jobs? you don't

Plan them together and the same cars, the same location days and the same crew give you a long commercial, a promo, a showroom loop, short social cuts and the still photos

The montage on this page is my crew at work on one of their car shoots, a jib arm over the cars, reflectors, a camera in the passenger seat, everybody working around the fountain

Producer and camera

When the producer is the one holding the camera, a crew reflection in a door panel or a shadow on the hood gets fixed through the viewfinder right then, not discovered in the edit a week later

See the crew side in the Behind The Scenes gallery and the car photography in the Products Advertising gallery

The car does the talking

Length: 3 min 24 s · Producer & director: David Victory, VRSET video production, Los Angeles & Orange County

Key moments

  • 0:00 Supercar close-up
  • 0:42 Grille detail
  • 0:59 Dashboard
  • 1:16 Logo and tagline
  • 1:33 Red convertible with model
  • 1:50 Engine and detail shots
  • 2:24 Leather interior
  • 2:41 Logo and tagline
  • 2:58 Red sports car finale

See the matching photography in the Behind The Scenes gallery.

More videos

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Planning a video or a fashion shoot? Contact David Victory or call (310) 988-6575 in Los Angeles, (949) 873-4551 in Orange County. Free consultation and quote for first-time clients.