Menu
RIPTIDE Car Wash · Case study
A playful campaign. Practical production meets new possibilities.
For RIPTIDE Car Wash, I directed and filmed three commercials that combined location production with animation, motion work, and AI-assisted post-production.
My role · Director, director of photography & production coordination
01
Three commercials, with different production problems
RipTide Car Wash needed three 30-second streaming commercials: a brand spot introducing its hammerhead mascot Hank in motion, a talking-dog concept, and a father-and-son amenities spot. The campaign combined live action with character animation and location material across a three-day, multi-city shoot in North Carolina.
As director, DP, and production coordinator, I worked with a lean crew from shot planning through delivery. The creative challenge was to connect the live-action material and the brand’s existing assets into one campaign. AI-assisted tools were useful in specific parts of that work, with the edit and brand direction remaining the organizing structure.
RIPTIDE Car Wash · Project samples · Scroll to see the collection →
02
Making the shot design visible before production
I developed detailed shot lists and used AI-generated storyboards to communicate camera position, framing, action, and lighting. Consistent character references and a shared visual direction helped the boards read as one campaign. The client could review the intended scenes before the production schedule was put into motion.
On set, those boards became a reference for the live-action coverage. Working with a dog and a young actor required a practical pace and appropriate expectations for performance. The preparation connected the creative idea with the actual time and conditions available to film it.
03
Extending approved assets through AI-assisted production
Hank began as approved two-dimensional artwork. I developed a stylized three-dimensional version for client review, then built animated performances around the voice-over’s timing. The generated material was keyed and composited in DaVinci Resolve, where it could be adjusted to the live footage and the needs of each edit.
For location-establishing material, I animated aerial photographs supplied by the client. The movements were deliberately restrained to stay within what the source image could support. This created motion from existing assets without presenting the generated shots as new drone footage. Graphics, color, sound, and finishing brought those elements together with the filmed scenes.
04
A campaign and a reusable set of brand elements
The final delivery included three commercials, 4K masters, and 1080p streaming versions. The work also produced reusable animated Hank performances, location-map graphics, a logo sting, and animated aerial material. The client supplied the music and jingle independently.
The campaign connected live action, character animation, and existing brand assets through one production and editorial direction. AI-assisted techniques expanded the options in specific places, while shot design, performance, and finishing gave the three commercials their shared character.
Films from the project