COMMERCIAL WORK
Craft: Direction (2023)
COMMERCIAL WORK (Craft: Direction)
JPG
MOV
1m:00s
Turo - Open the Door To Extraordinary - Turo
SixTwentySix
Shortlist
| Title of Piece: | Turo - Open the Door To Extraordinary |
|---|---|
| Brand: | Turo |
| Production Company: | SixTwentySix |
| Director(s): | Miles & AJ |
| Producer(s): | Austin Barbera and Jake Krask of SixTwentySix; Estevan Padilla of Turo |
| Agency: | SixTwentySix |
| Client: | Turo |
| Director of Photography: | Xiaolong Liu |
| Editor: | Miles Cable |
| Instagram Tag: | @sixtwentysixco, @milesandaj, @milescable, @ajfavicchio |
| Short Synopsis: | Internet-based car sharing platform Turo, the world’s largest peer-to-peer car sharing marketplace, desired to create awareness with key audiences while continuing to build brand affinity from its previous, inaugural “Find Your Drive” campaign. For this endeavor, Turo approached SixTwentySix and filmmaking duo Miles & AJ, for a creative anthem. Something bold and ambitious that demonstrated the experiences of their vehicles while creating greater brand perception. With Turo's slogan, they conceptualized a film that told the creative journey of a stifled musician and how Turo allowed her to ‘open the doors to extraordinary.’ This campaign was to subvert traditional automotive content, focusing less on the vehicle’s features and more about those experiencing the journey and the empowerment of the driver. In this wildly ambitious 60-second hero spot for Turo – aiming to catalyze its status as the world’s largest car-sharing marketplace – Miles & AJ took to bringing the vibrant spot to life via magical realism and special effects to drive the feeling of convenience and ease, freedom and adventure forward for the brand. With the goal to distinguish Turo’s huge selection of vehicles for the brand’s core 25-44 demographic as well as keep the company top-of-mind following the tailwinds of the rental car crunch in the last year and amid the pandemic, Miles & AJ married masterful storytelling with innovative technology |
| Extra Credit 1: | Executive Creative Director: AJ Favicchio |
| Extra Credit 2: | Head of Production: Kai Yurich |
| Extra Credit 3: | Chief Marketing Officer: Andrew Mok, Turo |
| Extra Credit 4: | Senior Creative Director: Ericka Ames, Turo |
| Extra Credit 5: | Publicist: Carrie Wick, SixTwentySix |
