The spec was born out of losing the pitching process on specific car pitches a number of times as I only had two wheel commercial projects on my reel not 4wheels, I wanted to create my own vision of what a car ad could and might be within my own visual language and world. The deeper I got into the process in shoot and post, the more the spec became a vignette and then became a short film in its own right. As much as it felt like a big gamble financially it became a bigger palette for me and my collaborators to do what we want and have that creative space and process together, little did I know a pandemic was around the corner. Thank you for watching regardless. AT x
Freelance London-based director specializing in commercial campaigns, documentaries and branded content.