Work

Everything I know about cars I learned from Gran Turismo

Behind every custom car is an owner with a story to tell

The “Dale Gas Diaries” was a content creation concept proposed for Team Valvoline. We wanted to explore custom car culture in a storytelling format that would resonate with audiences young and old. And so the adventure began of tracking down local car clubs and asking them which club member had the best story to tell. What we found ranged from father-son bonding over hot rods to completing the unfinished work left behind by a loved one.

The approach

My team and I had a very clear idea of the tone and overall reaction we wanted these stories to have. We quickly realized that we were going to need a lot of photography to do these stories any justice. Because of that, we decided that a photo-blog would be the ideal format for our vision.

Enter the Cinemagraph

Wanting to push the photo blog idea further and give it more visual stopping power, I thought that this project was a great candidate to explore a technique I’d been curious about—Cinemagraphs.

If you are not familiar with Cinemagraphs, well they’re not quite a photo, nor are they a video, but somewhere in-between. Just please don’t call them a .gif 🙂

Cinemagraphs were a visually captivating way to promote the #DaleGas Diaries on social media. In the end, each diary had several cinemagraphs sprinkled in between the static content.