Goodman: Automotive
Brand
Date
Jan 2023
Description
Goodman's automotive campaign documents the technical precision of vehicle maintenance through a series of professional workshop scenarios. Creative director Benjamin Gay and Yonder Creative lead the project, which highlights the systematic inspection and diagnostic processes inherent in professional vehicle repair. Photographer Chris Sisarich utilizes a clean, desaturated palette to emphasize the industrial environment of the garage. The imagery leans into a natural light aesthetic, framing technicians against diagnostic equipment and automotive hardware to create a consistent, detail-oriented narrative.
Style
Horizontal, Commercial
Techniques
Natural light
Color
Jet Black
Background
Garage
Context
Advertising Campaign
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