Speedy Auto

Tow Truck Driver Roulette

Campaign imagery developed as part of an interactive Toronto Star ad experience. Readers spun a digital roulette wheel to land on video portraits of different tow truck drivers, highlighting the unpredictable personalities you might encounter when your car breaks down.

The campaign was built around a concept-led casting approach, creating a series of character-driven portraits based on familiar tow truck driver archetypes. Casting, wardrobe and direction were designed to create distinct personalities while maintaining a consistent visual system across the series.

The portraits anchored the interactive campaign and were adapted into motion clips and still ads across social and digital platforms.