Jeffrey Karoff is a commercial director for Coppos Films in Los Angeles. His recent credits include two three-and-a-half minute short films designed to introduce futuristic GMC vehicles. One film focuses on a multi-purpose vehicle that transforms from a SUV to a pick-up truck at the push of a button. It's the first impression of a vehicle slated for delivery in 2004. The second film introduces a concept for an upscale hybrid car. Both films will be re-cut as TV spots.

Karoff had two days to shoot the first film, which included 15 storyboarded scenarios at practical locations in and around Los Angeles. The goal was to illustrate the flexibility and style of the vehicle while creating a visual texture suggesting a specific lifestyle without actually doing a lifestyle piece. One day they shot in downtown Los Angeles and the second day in Palmdale, California.