Turtle Wax's message - "Protect the body, free the soul" - tells drivers not to hold back, skids and all. The teams at the agency, The Mill and Mill+ added a filmic quality to the spots to achieve a higher degree of storytelling, Mitchell told us. "This really sets the tone for who Turtle Wax is. They want people to get out and really drive their cars - that's the spirit of the film."

The project was a major collaboration not only with the agency and the brand, but in-house, as well. In the beginning stages, Mill+ art directors Ed Laag and Eugene Gauran provided style frames that acted as a key component in selling the visual presentation of the project and Mill+ editor Victor Jory provided a mood-o-matic - a minute-long piece showcasing the spirit of the project.