How do you film a garage without dressing it?
Performance Unlimited is a commercial campaign for K&N, the air-filter maker, written by its agency, Soldier Unlimited. It follows people who build their own cars: a tuner, a husband and wife with a classic Corvette, a drag racer and an off-roader. We filmed them over four days in February 2022, in their own garages and on their own cars, then edited, finished and versioned every spot. I was executive producer at Think Less.
Performance Unlimited
Five drivers, their own cars
We filmed John Lazorack in his garage in Sherman Oaks and drifting at Irwindale Raceway; Greg and Jane Thurmond in Simi Valley and lapping Irwindale in their orange Corvette; Shelby Williams, a drag racer, working on her car in Riverside; and Jayson Durrant’s Ford Raptor in Perris and out on open land nearby. There was no art department. The garages and the cars are theirs.
We delivered a :60 anthem with a :30 and a :15, a :30 and a :15 for each driver, six :06 action cuts and textless versions of every spot. The spots ran from April to October 2022, on Fox Sports’ NHRA broadcasts and connected TV. After delivery we cut our own 37-second Director’s Cut from the same four days.
A Think Less production
For K&N
Agency, Soldier Unlimited
Executive produced by Cole Sax
Athletes featured in the series
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