Art Direction
Buick
Role
Art Director
Project
How-To-Video
Start
Aug 2017
01.-
Context
Challenge
Tasked with creating how-to videos for the new Buick TourX, which is the perfect pairing of sedan performance and the SUV utility. To highlight this, we created a video series of other perfectly paired things. And to make these pairings entertaining and shareable, our videos included a very interesting twist at the end.
02.-
Video Concept
K9 X K2
We open on a guy gathering climbing gear, inspecting ropes and checking the battery level on his phone. Next we cut to a dog laying comfortably in his bed but aware that something is going on. We cut back to the guy, he is loading the gear and setting his phone up to charge in the TourX. Then, we cut back to the dog, where he is up moving around, anxiously looking out the window. We cut back to the TourX as its pulling up to the Red River Gorge; the man gets out, gears up and says “There’s nothing to worry about, we’ve been training for this.” Cut to tight clips of him making his way up the cliff. Making sure he has his footing before reaching for the next move. In the final scene, we see the guy make his way over the edge and to the top of the cliff. He stops to take in the scenery and take a selfie. The camera pans around to reveal the dog has been in his backpack enjoying the climb right along with him. Then the pair takes off to conquer the next ridge.
03.-
Video Concept
Concerts X Carpets
We open on an artist as he carries a very large rolled up carpet down a packed, urban street. Next we cut to a quite rural area of woods with a small clearing, where an audience is beginning to gather. We cut back to our artists as he reaches his TourX and uses the hands-free power lift-gate to load the carpet into the vehicle. Then, we cut back to the woods, where you hear musicians warming up and the sounds of recognizable instruments. We cut back to the TourX demonstrating the AWD capabilities when the car has to turn off onto an unmarked two track road. In the final scene, our artist arrives at the clearing and carries the carpet onto the stage and unrolls it. The audience is watching waiting to see how this all comes together. The artist begins to softly rub the carpet with his hands, which—to the surprise, delight and awe of the audience—creates the sound of the ocean as the rest of the band joins in.
04.-
Conclusion
Beyond How-Tos
This concept elevated the videos making them entertaining and allowed for the footage to be edited for use in social media and pre-roll video placements.