AAMCO contracted directly with Venice, Calif.-based Backyard to concept and produce “800 Pieces”. Conceived and created by a Backyard team led by director Nick Piper and executive producer Blair Stribley, the spot features 800 auto transmission parts floating beautifully in the air before forming completely back into one whole transmission, all while an AAMCO technician interacts with the pieces and talking about the company’s expertise.
Stribley said, “Over the years, we have done a lot of comedy spots for AAMCO. They’ve always been fun projects, and over time, we developed a great, trusting working relationship with [AAMCO’s national creative committee chairman] Mike Ganjei. When he contacted us with this opportunity, we jumped at the chance. The majority of our work comes from advertising agencies, and we love doing that work, but this was a chance to flex our creative muscles in a completely different way.”
Backyard assembled a team that included director Nick Piper, CGI artist Tony Smoller from Vertical EFX, and freelance CD/copywriter Josh Caplan, who wrote copy on the project. The team spent several weeks developing a concept, and then pitched their ideas to Ganjei. Ganjei was intrigued, and after the team refined the messaging and created motion tests to show how the spot would look, he awarded Backyard the project. The production included a two-day live action shoot in the desert, and nearly two months of CG modeling.
The campaign consists of one :90 piece for Internet and in-store usage, one :60 spot for online media buys, and four :30 spots for traditional TV. The broadcast spots will be airing mid-September.
