This was another opportunity for me to work with my good friend Bill Phelps. He understands the gas and oil world better than anybody and brings a certain romance and emotion to the equation. Stunning work. We documented everything from dirty and greasy hands, to the garage, to car parts, to tools, to classic cars.
Using black and white photography in this instance was a very intentional decision. Not only does it help simplify the imagery, but it brings out so much more emotion. I love how it all feels dirty, yet beautiful. There's a certain "soul" to the overall aesthetic. Bringing a romantic, yet greasy quality was our goal from the beginning.
The one thing I learned from being around car guys is how genuine the are. Yes, they have a love affair with working on theirs cars. And yes, the garage is their holy place. But they are also just really good people who take pride in using their hands and doing a job the right way. I gained so much respect for their knowledge and wisdom and craftsmanship. I think this work really struck a chord with them, too.
This work was used pretty much everywhere from the website to in-store to outdoor media. It was the first step in rebuilding the Advance Auto Parts brand into something that connected emotionally with car guys.
Agency: MONO Role: Creative Director, Art Director Designer: Tony Buckland Photographer: Bill Phelps
