Carvana - Left Brain vs Right Brain

This Carvana commercial was a one-day stage production built around a simple but funny concept: the rational brain versus the emotional brain, each fighting for control of the car-buying decision. As the non-union Director of Photography on the project, my goal was to craft a look that felt bright, clean, and inherently comedic, letting the visual language do as much work as the performance.

Working alongside Director Kendall Goldberg and Production Designer Justin McClain, I designed an overhead lighting scheme on a custom-built three-wall stage set with fully pre-programmed lighting cues. That upfront planning was critical to making a single shooting day viable and keeping every setup moving without sacrificing the look. My Gaffer Jacob Abrams executed my lighting plan and took it to the next level.

I shot the project on the ARRI Alexa LF with Panavision Primo lenses. The large-format sensor gave us beautiful subject separation and a cinematic rendering that elevated the material while still feeling accessible and fun. The Primos added just enough optical warmth and character to keep the image from feeling sterile, which was exactly right for the tone we were going for.

credits

Director | Kendall Goldberg

Production Company | Strange Loop Studios

EP | Luca Valente | Dave Huzieran

Starring | @thomas_s3, @thedenren, Chris White

Line Producer | TJ Connor

1st AD | @rum.hamm

Coordinator | @maddie_poeta

DP | Michael Gauthier

1st AC | @the.steen

2nd AC / DIT | @bts_queeen

Production Designer | Justin Slade McClain

Art Director | Ben Spiegelman

Set Dresser | Eric Moore

Set Dresser | Hunter Kist

Set Decorator | @coursey_

Props | Zach Coe

Art Assistant | Christina Skilbred

Carpenter | Max Geldman

Carpenter | Tommy Obed