Jim Coleman Automotive

Jim Coleman Auto Dealership is a third-generation car dealership in the DMV. The owners wanted to create photo content that reflected the actual brand experience and “customer-first” ethos at Jim Coleman during the COVID pandemic. They aimed to humanize their content and counteract the negative stigma often associated with car dealerships.

The IRL team executed a 4-day photoshoot at each dealership, focusing the content strategy on the customer journey and transformation - from the first visit to the dealership to the feeling of driving a new car off the lot for the first time.