Dale Jr. and his Father have been driving and racing Chevrolets for decades. The assignment was to create
a series of product videos that would live on chevrolet.com - We knew there was a much bigger story to tell.
We made a touching, long form documentary piece in which Dale spoke about the relationship he had with
his Father and the lineage they shared racing Chevrolets. It generated so much buzz, that it eventually
turned into a :30 national television spot that aired during the Daytona 500.
"LEGENDS" Longform Video
This :30 commercial below aired twice during the broadcast of the Daytona 500.
Within a couple hours, it generated 300k views on YouTube and chevy.com had 160k visits.
"LEGENDS" :30 / TV
Along with TV, we created three Pre-roll videos that directed people to the long form video and to chevrolet.com
Below are a few photographs I took while shooting with Dale Jr. on his property.
A LONGFORM VIDEO TURNED INTO A :30 SPOT
Chief Creative Officer: Steve Chavez
Executive Creative Director: Steve Silver
ACD/Art Director: Steve Kerry
ACD/Copywriter: Matt Perry
Producer: Erik Zaar, Adam Simmons
Director: Karen Fischer
Editorial: Beast Detroit
Editor: Chris Chynoweth
Assistant Editors: Jason Stratton, Andrea Ramsay