After Hours

The story

A tyre campaign shot after midnight in a closed parking structure, where the only light comes from the car itself. The concept was simple: the car lights its own world. No film light was allowed in frame, and that one rule shaped the location, the lenses and the edit.

CLIENT

Northgate Tyres

YEAR

2023

DELIVERABLES

Creative Direction Concept Art Direction

ROLE

Creative Director

Behind the scenes

One clear constraint gave the crew freedom everywhere else.

a group of people standing around a camera in the dark
A white sports car with glowing blue headlights in a dark concrete parking garage
man in red dress shirt and black pants standing beside white car during daytime
yellow and gray concrete floor
a group of people standing around a car
A car at a brightly lit gas station at night
man in black jacket standing beside blue car
Blurry night view with distant lights and dark foreground
a black and white photo of people standing in front of a building
An orange sports car parked in a dimly lit concrete parking garage
a car driving down a street at night
An orange sports car with headlights on in a dimly lit concrete parking garage
A couple of men standing next to a blue car
An orange Toyota 86 sports car parked in a dark concrete parking garage
man in black t-shirt holding black dslr camera
An orange sports car parked in a dimly lit concrete parking garage
a man standing next to a black truck in the dark
Black car with roof box in parking garage
person sitting in car with opened door near people
An orange sports car parked in a concrete parking garage at night

Next project

Elias Crane

Create a free website with Framer, the website builder loved by startups, designers and agencies.