When you think of a used car dealership commercial, a certain image comes to mind—fast-talking salesmen, loud graphics, and every cliché in the book. Titanium wasn’t that. And we weren’t going to make that kind of film. What we discovered early on—after our first conversation with the founder—was that this wasn’t just a dealership. It was a family. A father-and-son business built on passion for trucks, people, and doing things differently.

Instead of selling vehicles, we told a story about why people love trucks. We created a narrative that followed a father taking his son camping in an old truck. Years later, that boy—now 16—learns to drive in it. Later still, he takes his prom date in the same truck. Eventually, as a young man, he walks into Titanium to buy one of his own. Shot with natural light, warm tones, and cinematic pacing, the film wasn’t about the product Titanium was selling. It was about memory, legacy, and the emotional connection people have to the vehicles that shape their lives.

At the time of filming, Titanium was a small independent lot. The brand helped launch the brand, and today, Titanium Auto Group owns multiple dealerships.