Buick put the ghost of Harley Earl back into its advertising for The Spirit of American Style, the designer who shaped the brand's great cars. In this spot Earl walks through Tiger Woods' garage, past current and classic Buicks, telling a ghost story. John Diehl played Earl.
Tony Scott directed all five spots in the campaign out of RSA Films, for McCann-Erickson Detroit, with Paul Cameron shooting. Asylum Visual Effects did the work, where I supervised. The ghosts needed a look that was elegant rather than the obvious transparent cliche, and the solution we landed on was built on light. The campaign broke the week of 16 September 2002 and the full set of films ran during that year's Emmy Awards broadcast on 22 September.