Trybe Production Collective has emerged as a key player in the evolving landscape of out-of-home (OOH) advertising, delivering a visually striking campaign for Carvana that underscores the power of seamless collaboration between production expertise and in-house creativity. Partnering directly with Carvana’s internal creative team, the non-union production house handled the full execution, enlisting acclaimed photographer Dave Hill to capture the essence of the online car retailer’s brand in imagery primed for large-scale outdoor displays. This project highlights how production collectives like Trybe are bridging the gap between agile in-house strategies and high-impact visual storytelling, particularly in OOH where bold, immediate visuals drive consumer engagement.
At the helm of Carvana’s creative vision were Paul Keister, Chief Creative Officer; Evan Boswell, Creative Director; and Matthew Conrad, Director of Production—key figures whose oversight ensured the campaign aligned perfectly with the brand’s disruptive ethos. Trybe, a full-service outfit specializing in still photography, film, digital video, and experiential work, curated a tailored crew to bring this vision to life, emphasizing inclusivity and collaboration across diverse teams. Their approach—producing anywhere in the U.S. or overseas—allowed for flexibility in capturing Carvana’s narrative of convenience in car buying and selling, a theme that resonates powerfully on billboards, transit wraps, and digital OOH screens.
Dave Hill’s photography stands out as the campaign’s visual cornerstone. Known for his dramatic lighting and cinematic style, Hill transformed everyday car transactions into compelling, aspirational scenes that pop against urban backdrops. In OOH contexts, where viewers have mere seconds to absorb a message, Hill’s high-contrast images—likely featuring sleek vehicles, joyful owners, and subtle nods to Carvana’s vending machine origins—cut through the noise. The collaboration with Carvana’s in-house team meant no external agency layers, enabling rapid iterations and a unified brand voice that feels authentic and immediate. This efficiency is crucial for OOH, where timely deployments during peak driving hours or high-traffic events can amplify reach exponentially.
Carvana’s advertising has long leaned on star power to humanize the car-buying process, with celebrities like Jason Momoa, Sofia Vergara, and Rob Gronkowski infusing humor and relatability into spots that extend seamlessly to OOH extensions. While this Trybe-led campaign focuses on stills, it complements those efforts by providing static visuals that echo the brand’s “convenience-first” mantra—think images of effortless drop-offs, instant offers via license plate entry, and the thrill of a check handed over on the spot. OOH formats amplify this: imagine a towering billboard on a Los Angeles freeway showing a grinning seller waving goodbye to their old ride, Carvana’s logo gleaming below, or digital screens cycling through before-and-after transformations timed to rush-hour commuters dreaming of upgrades.
Trybe’s role exemplifies a broader shift in production for OOH campaigns. As a collective of seasoned professionals, they prioritize client vision over rigid hierarchies, offering art buying services and post-production to polish assets for any scale—from subway posters to spectaculars in Times Square. Their commitment to diversity in crews not only fosters innovative perspectives but also aligns with Carvana’s inclusive branding, appealing to a wide demographic scrolling Instagram or glancing at street-level ads. In an era where OOH inventory is increasingly programmatic and data-driven, Trybe’s adaptability ensures visuals are optimized for AR overlays, geo-targeted rotations, and sustainability-focused materials, keeping Carvana top-of-mind amid rivals like CarMax or traditional dealerships.
The campaign’s success lies in its restraint and precision, avoiding overproduced spectacle in favor of genuine moments that mirror real-life decisions. For marketers eyeing OOH, this Trybe-Carvana partnership serves as a blueprint: leverage in-house creativity for authenticity, pair it with specialist production for flawless execution, and let photography like Hill’s do the heavy lifting. Early buzz from industry outlets like Adweek and AtEdge signals strong reception, with the work already positioning Carvana as the go-to for frictionless auto transactions. As outdoor advertising rebounds post-pandemic, with projections for double-digit growth in digital OOH spend, collaborations like this demonstrate how production collectives are redefining the medium—making it more accessible, inclusive, and irresistibly visual.
Beyond the credits, Trybe’s philosophy—”Individually, we are one drop. Together we are an ocean”—captures the collective spirit fueling such projects. For Carvana, it’s translated into assets that not only sell cars but sell a lifestyle of simplicity, splashed across cityscapes where potential buyers can’t look away. In the competitive arena of automotive OOH, where space is premium and attention fleeting, this campaign proves that tight-knit production partnerships can turn a simple sell into a cultural moment.