The Challenge
A recurring, event-driven series built to feel like you’re at the car show, real people, real builds, real moments, packaged into episodes that keep the community coming back and give the brand a consistent, watchable presence. The challenge wasn’t “get coverage,” it was: create a repeatable show format that could cut through event chaos and still feel premium, human, and worth watching.
The Goal
Build a series that: strengthens brand affinity (not just impressions) creates consistent episodic output from live events turns “random car show footage” into story-led episodes people actually finish supports DrivingLine’s editorial voice while keeping Nitto adjacent and credible
The Creative Approach
We treated each event like an episode blueprint, not a highlight reel. A tight format: cold open hook (best moment first) quick context (where we are + why it matters) personality-led conversations (the “why” behind the build) punchy cutaways (details, textures, reactions, sound) clean ending that makes the next episode feel inevitable The result: a show, not a montage.
Production Highlights
8-episode run created from live event coverage On-location shooting built for unpredictable environments (noise, crowds, shifting light) Edit built for retention: tight pacing, strong cold opens, and a repeatable structure that made output sustainable
Behind the Lens
My role: Lead creative + execution. I produced, shot, and edited every episode. I handled the full pipeline, planning the episode approach, running production on-site, capturing interviews/B-roll in the middle of real crowds, and cutting each episode so it stayed fast, clear, and fun.
The Impact
Cars & Kelly became a recognizable series format people could follow, not just a one-off post. It delivered consistent content with a clear tone, helped DrivingLine show up regularly in the culture, and gave Nitto a branded environment that didn’t feel like an ad.
