Getaround is an app that lets car owners rent their vehicles by the hour. Available cars (and trucks, SUVs, minivans, and cargo vans) can be searched, booked, and unlocked with a smartphone—insurance included. San Francisco-based Eleven Inc conceived a new ad campaign to highlight the company’s diverse fleet and tasked Randal Ford with bringing it to life.
The three-day shoot in Los Angeles included nearly a dozen vehicles and some 15 models, each assigned their own story: A woman with a bright yellow Fiat juggling her groceries and her dog, a couple of friends in a turquoise convertible Mini Cooper taking off for a weekend in wine country, a couple on a surfing trip in a navy blue Toyota 4Runner, and a family heading to a pool party in a silver minivan. There was also a Tesla, Prius, Porsche Boxster, cargo van, and a truck, all from Getaround’s fleet.
“It’s a really smart concept, because they can piece together so many combinations to create a huge number of assets,” said Randal. The images will be cut up and reassembled for print, web, outdoor, social, and video usage in the US and beyond.
Randal is primarily known for his personable and evocative portraits of people and animals. “I haven’t photographed a lot of modern cars, much less in a studio, so it was a great evolution for me in terms of my work, but the reason this job made sense is because it was a conceptual project that involved people, high energy, and a good degree of technical ability.”
The images are already in use on Getaround’s website and social media channels, on billboards, bus stops, and elsewhere worldwide!