Speedy Auto

Tow Truck Driver Roulette

When your car breaks down, you don’t get to choose who shows up.

Readers spun a digital roulette wheel to land on a lineup of tow truck drivers—each one a fully committed version of a personality you might recognize, or hope you don’t.

The series was cast and directed to lean into those types without losing control of the frame. Wardrobe, performance and composition were all used to push the characters just far enough to feel specific, human and slightly unpredictable—while holding a consistent visual system across the campaign.

The portraits anchored the experience and were adapted into motion and stills across digital and social placements, including an interactive execution with the Toronto Star.