Restore Your Legacy

Eastside European

Spec for auto industry mini-campaign:

• 90-second spot for web

• 30-second spot for TV

• 15-second teaser for social

“Everything in life is somewhere else, and you get there in a car.” - E.B. White 

As we were exploring new opportunities to put our skills into practice, we connected with the owners of Slimmer’s Automotive, who were preparing a rebrand of their successful auto repair shop in an effort to redefine their target customer base. Specifically, they were changing the name of the business to Eastside European to indicate the vehicles they specialized in–BMWs and MINIs–and capture the attention of would-be customers who recognized value in the level of service and expertise they could provide. 

We thought bringing our creative process to the table could help them navigate this transition, believing that a stylish, emotionally resonant narrative would speak directly to the target audience and effectively reinforce their messaging. So we set out to craft something that was visually compelling, reflected the evolution and growth of the business, and would showcase exactly how Eastside European could satisfy the needs of their customers. 

Stylistically we wanted to mirror the luxury of a classic car by creating a vintage aesthetic that lent a kind of timeless quality to the work, and it wasn’t long before the idea of a father son story began to take shape. Centered around a family car passed down from one generation to the next, it felt like a natural fit with an auto shop looking to tell its brand story through a mini-campaign of sorts.

Fortunately for us we found a 1974 BMW 2002 in need of repair to help pull the whole thing off.