Automotive director Rory Mckellar has joined bicoastal production company Durable Goods. Over his 25-year career in commercial production, Mckellar has turned out a body of work spanning commercials, films, reality TV and documentary series.
While Mckellar has spent the past four years exclusively in the automotive industry, he has directed commercials during his career worldwide for a variety of brands, such as Sony and Pepsi, as well as music videos for Madness, Cliff Richard, Say Lou Lou, and Pixie Lott, among other artists. His work has earned multiple Cannes Lions and Creative Circle Awards, along with Clio, D&AD, and OBIE honors.
Mckellar’s passion for the speed and craftsmanship of world-class cars is evident in his work for brands such as Range Rover, Jaguar, Suzuki, Hyundai, and Toyota. Collaborating with legacy car brands, he is equally passionate about pushing the genre to new heights through visceral, emotive storytelling.
Mckellar–who prior to joining Durable Goods was repped in the ad space by production company Love, Homestead–earlier worked on documentaries and TV shows for BBC, ITV, Channel 4, NBC, HBO, and Discovery, including automotive series like West Coast Customs and Pimp My Ride. These shows led him to a deeper understanding of how to convey the thrill, aesthetics, and lifestyle of cars. In bridging his filmmaking experience with Durable Goods, Mckellar is keen on venturing deeper into the American market to create premium work for its heritage of iconic car brands.
”As we expand our footprint in the automotive market, having a dynamic director like Rory on our roster means everything,” said Rebecca Wray, executive producer of Durable Goods. “He understands the different nuances of every storytelling medium–from traditional commercials and branded content to experiential–and he executes on it all with a high level of craft and innovation.”
“I appreciate that my clients trust me enormously,” said Mckellar. “I’ve spent years mastering my craft–how to light cars and how to make them look good. Even with years of experience under my belt, I’m always challenging myself to innovate and take more risks, pushing my narrative style to achieve results that are both artistically and commercially rewarding.”
