Peter Rodger and the creative team at Leo Burnett walked into Firestone on the day of their shoot with two objectives: to capture real-life Firestone technicians doing what they do best, maintaining and fixing cars, and to have fun.
Firestone is a rubber city born industry staple, so it made perfect sense to let these sheet metal savants show us what they really do under the hoods of our vehicles instead of casted talent.
As Peter explained, their comfort and confidence in their craft allowed for them to naturally loosen up in front of his camera so he could easily grab the shots he needed. To up the ante on the deliverables, Peter looked for and created lighting scenarios that gave the images an elevated sense of reality and accented each individual and task to highlight Firestone’s talented employees as well as their state-of-the-art offerings.
The project was a success and, as always with Peter, all objectives were met.