Day One: Casting

Casting is always fun. It is in many ways the official kick-off of the execution phase and a raw reminder that if you surround the idea with the right talent and crew, the spot starts to mature on its own in ways that you just can't capture in a script.

Even though there was no specific dialogue written in the script, we decided to have the actors ad-lib some stuff. At the very least, we figured it would help them play out the characters more easily given they would be sitting in folding chairs instead of behind the dash.

We even let the actors play both driver and passenger within each set, which revealed each actor's range and limitations. This helps add a little science to what relies so much on gut instinct. Fortunately, we and the director were all on the same page.

IT_Behind_the_Scenes