THE CHALLENGE.
On the heels of a record year, Alyeska Tire launched an updated brand awareness spot that capped off 2022 with a bang.
Community involvement is a core tenet of the brand. Having been in business since 1978, and with stores spanning Homer to Fairbanks, the homegrown tire retailer and service provider has amassed a loyal and supportive customer base in each of its eight locations.
So instead of producing a standard commercial about themselves, we wanted the focus to be on, what they consider, one of the brand’s most important features: their community.
Alyeska Tire’s 2022 brand awareness commercial was one of our most involved efforts to date, with a series of production days in multiple locations across Alaska. But we approached this project just like we would with any other commercial-grade production.
IT ALL STARTS WiTH PLANNiNG.
PRE-PRODUCTION.
Once the creative direction was approved, we got to work sourcing talent, securing props, and scouting locations, along with the other necessary pre-production tasks required for content of this scale. Our in-house production team knows that the key to seamless execution on production day is the long hours of preparation that come before it.
PRODUCTION.
As the focus of this spot wasn’t on the brand, but on the individuals who support it, we identified common Alaskan pastimes of Alyeska Tire’s customer demographic and then brought them to life. From commercial fishing in Prince William Sound to cruising through the clouds in a Piper PA-18 Super Cub, this production spanned multiple cities and a variety of terrain.
This shoot included a challenging 360-degree sequence that required meticulous framing and motion control techniques.
The goal was to capture the essence of a familiar, favorite Alaskan pastime: an evening of summer camping. We accomplished this by filming several clips over an 8-hour period, then stitched them together for a single cohesive shot.
POST-PRODUCTION.
After production wrapped, it was time to piece it all together. Once the 60-second broadcast spot is complete, we break the video down into a variety of supporting content specifically tailored for digital channels, keeping in mind the different run-time requirements and aspect ratios needed for each placement.
This is the real beauty of creating content at scale: from a single production, we’re able to yield multiple pieces of high-quality content for placements across organic social channels, paid social, programmatic, and beyond.
