CarGurus - Your Car, Your Way

Art Direction

BACKGROUND: Cargurus as a company services the complete car buying/selling journey and acts as a partner at every step of the way, online, and in-person.

THE IDEA: To cut through the noise of the category we crafted a film to highlight how CarGurus gives users that empowering feeling of control, a reminder of the little victories when we get our way without compromise. The film centers on a father who, after landing his new ride on his terms, begins to daydream of about daily life bending to his will. From his toddler preparing him a gourmet dinner, a hedge growing between him and a nosy neighbour, and even a piece of otherwise painful lego squishing magically under his feet—these wishes are nothing wild or unreasonable, but rather playful and relatable to day-to-day life (even if indirectly).