Groove Automotive

Agency: Similar Blue
Post production: Post Modern Co.
Art Direction: Kevin Kerndt
Animation : John Bisnehan

Groove Automotive is a new car dealership, so the concept of this spot was anticipation, not the cars themselves. So the goal was intended to spark interest in the brand itself. So with very little to work with we knew that it was going to be an audio driven spot. …the anticipation before a concert as the guitar is plugged in and we feel the tension before the concert starts.

I created the mood boards and followed up with a motion test of the logo reacting to the sounds made as a guitar is plugged into an amp. John worked with my motion test inorder to finish up the spot.