Speedy Auto

Tow Truck Driver Roulette

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

Readers spin 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 around distinct character types, using wardrobe, performance and composition to create 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.