#IN24 is a web series that follows six artists on ridiculous road trips – all in 24 hours. Musicians call their friends, grab the keys, and hit the road in a Ford Fiesta.

Produced For: Free Agency



Project Outline

Create a web series that follows six artists on ridiculous road trips, in a Ford Fiesta – all in 24 hours. Sounds simple in theory, but there were some major logistical hoops we had to jump through to make it all happen. These trips would see us traversing the country, in unpredictable locales, all in the search of fun. The kind of fun that could be captured with our cameras, and edited into a story that stayed true to both Ford & MTV. Let’s be honest, at the end of the day, we had cars to sell.

The Plan

We have found that the best way to get a genuine story, is to have a small crew following the subject. The less muss, fuss & distraction, the better. So that’s exactly what we did. We rigged each car with multiple GoPro cameras, along with a solitary camera person in the back seat. We complimented this set-up with an additional camera person in our “chase” car, to capture all of the exterior shots from the road.  This allowed us to stay nimble, and allow the trips to unfold naturally.

Because these were genuine stories, the roll the car played was more of a supporting character, as opposed to a star. We wanted to show how the vehicle integrated into the adventure, rather than being the cause of it all. Features and functions were shown through natural interactions with our subjects, rather than forced situations.

Each episode ended with a campaign specific hashtag “#in24”, which encouraged viewers to add to the conversation by sharing their own “24hr adventures” via instagram.

In the end, not only did we meet the overall goals of the project were also made a Webby Award Honoree as well.