Four Unique Vignettes, Two Shoot Days, One Iconic Campaign for Cerritos Auto Square

Overview

Producing four distinct commercial vignettes for Cerritos Auto Square, the world’s largest automall, was no small feat. The challenge? Deliver four unique, high-production value commercials, each with its own storyline, tone, and visual style, all within a tight timeline of just four weeks from concept to completion. With only two shoot days to bring the creative vision to life, the project demanded meticulous planning, seamless coordination, and a dedicated team. The result was a dynamic campaign that highlighted the automall’s unparalleled offerings while entertaining and engaging a diverse audience of car buyers.

My Role

As Executive Producer, I was responsible for overseeing the entire production process, from concept development to final delivery. My key responsibilities included:

Collaborating with MGA Advertising’s creative team to align the vignettes with the campaign’s objectives.
Assembling and managing a talented production team and director.
Overseeing logistics for the shoot days, ensuring smooth execution within the project’s timeline and budget.
Overseeing post-production to deliver high-quality commercials that met client expectations.

The Creative Concept

Each vignette was designed to drive home a single, powerful message: Cerritos Auto Square sells more cars than anyone in the world, and because of that, their customers save more. Each story cleverly showcased this advantage through humor, maintaining the automall’s legacy of entertaining and memorable commercials.

Production Highlights

Efficient Multi-Scene Shoots: With just two shoot days to capture all four vignettes, meticulous planning was essential. Every detail was carefully orchestrated to ensure smooth transitions between scenes, optimize the schedule, and maximize efficiency without compromising quality.
Seamless Collaboration: As the link between the director and agency, I ensured the creative vision aligned with campaign goals, refining scripts and guiding on-set decisions to meet expectations.
High Production Value: To emphasize Cerritos Auto Square’s status as the biggest and best, the agency prioritized top-tier production quality. We delivered with high-end equipment and creative cinematography, ensuring the vignettes were both visually stunning and professional.

Results

The campaign successfully elevated Cerritos Auto Square’s brand presence, resonating with their target audience and achieving the campaign’s goals. Key outcomes included:

Increased Brand Awareness: The commercials were widely shared across TV and digital platforms, reaching a broad audience and reinforcing Cerritos Auto Square’s status as the top choice for car buyers.
Engaging Storytelling: The humor and relatability of the vignettes drew positive feedback, enhancing audience connection with the brand.
Client Satisfaction: MGA Advertising and Cerritos Auto Square expressed high satisfaction with the quality and impact of the final deliverables.

Credits

Director - Will Slocombe

Creative Director - Tom Garrett

Producer - Justin Oberman

Director Of Photography - Topher Osborn

Production Design - Caitlin Williams

Wardrobe - Brittany Ann Cormack

Editor - Drew van Steenbergen

Color - Loren White