SINCLAIR OIL // “FILL UP YOUR LIFE” CAMPAIGN
In my second collaboration with Balcom and Sinclair Oil, we centered the local Sinclair station around sweet everyday moments that showcased the brand’s nostalgic American identity.
Getting an invitation to come back and work with Sinclair and Balcom a year after we completed the EXTRAORDINARY CAMPAIGN was a blast. This time our challenge was grounding the brand in everyday life, showcasing how Sinclair plays a simple role in “filling up” the lives of their customers. Balcom approached me very early in the process, bringing me in to help flesh out the concept at the treatment and script level before even pitching to Sinclair — I loved people able to dig in from the beginning with their creative team. The kernel of the idea was to form stories around trips to American monuments. We decided to shape this concept into slice-of-life vignettes where Sinclair fueled one family’s memories across several spots and our monuments appeared as subtle guest stars. The result was three very heartwarming vignettes that completely embraced Sinclair as a cemented piece of Americana.