In 2023, we had the privilege of working with the CNCDA Foundation, a fantastic organization committed to supporting the future of the automotive industry in California. CNCDA (California New Car Dealers Association) represents franchised new car and truck dealers across the state and promotes their interests, including raising awareness about automotive career opportunities. Their foundation focuses on fostering young talent to fill vital roles in the industry—like the ever-important automotive technician (auto tech) position.

Fast forward to this year, and guess what? CNCDA came back to us for another exciting project, this time for their Greater Los Angeles New Car Dealerships Association branch. Their goal? To create a video that inspires young people to explore the world of auto techs by sharing real-life experiences and career insights from technicians working in LA dealerships. Sounds awesome, right?

Pre-production: Revving the Engines

As with any good project, it all started with a pre-production meeting. I had the pleasure of sitting down with Kim McPhaul, CNCDA Foundation’s president—a true professional and exceptional coordinator. Kim’s passion for this project was contagious. We hashed out every detail, from dealership locations to interview questions, making sure everything aligned with their vision for the year. This wasn’t our first rodeo, so we also requested shop interiors in advance to speed up setup times. Nothing like knowing where you’ll be working to cut down on those “Hmm, where should the lights go?” moments!

Once we nailed the logistics, it was time to schedule the interviews with the dealership managers. The aim was clear: we wanted to highlight the diversity within the auto tech community. The fact that the automotive industry is increasingly open to everyone, regardless of gender, is huge! Many of these jobs now revolve around electronic components, requiring less brute strength and more brainpower—a perfect career opportunity for anyone with a passion for cars and technology.

Production Day: From Glendale to Monrovia and Beyond

With everything in place, our crew prepped all the gear the day before—three locations, nine interviews, and a ticking clock meant no room for error. We couldn’t afford to be late because dealerships work from 9 to 5 (just like Dolly Parton sang, only with more wrenches). Showing up late in this business is like showing up with no camera—completely unacceptable.

We started in Glendale at the Ellis Family Store (Chrysler Jeep Dodge Ram dealership complex). Jerry Gordon, the manager, greeted us with a smile and a bay to unload our gear. Our setup included lighting, cameras, and audio, and since most of it was pre-assembled, we were good to go in about 30 minutes—record time! We shot insightful interviews with techs while capturing b-roll footage to showcase the shop’s energy. Shout out to Jerry for keeping things rolling smoothly!

Next stop: Sierra Infiniti in Monrovia. This location brought us even more fascinating interviews, including Greg Lane, corporate director of fixed operations who’s spent decades in the industry—talk about industry wisdom! A personal highlight for me was interviewing Lileth, a female tech six months into her career. Here’s the kicker: she’s still finishing her college course while working in the shop! I couldn’t help but think, “Did she watch the video we produced last year at the Orange County Auto Show? Could that have influenced her to pursue this career?” Moments like this make the work we do worth every second.

Then came the final stop—Longo Toyota in El Monte, the biggest Toyota dealership in the world. No pressure, right? This place was massive, and the two techs we interviewed didn’t disappoint. One had three years of experience, the other nine, and both shared incredible insights into their journeys. The experience they brought to the table was inspiring for any young person considering the field. We wrapped up our last interview at 5:15 PM, broke down the gear in 15 minutes, and hit the road right on schedule. I’m telling you, it’s one of my pet peeves when productions run late. It’s like leaving a wrench loose in a race car—you just don’t do it!

Post-production: The Final Lap

With the filming complete, we moved into post-production, knowing exactly what the client wanted—young, energetic, and motivational content. The first step? Color-grading. Since we filmed in different locations, we needed to ensure the footage felt cohesive, matching lighting and tones across all three dealerships. Once that was done, it was time for the real magic—piecing together the interviews. This part is tricky because you want the narrative to flow smoothly from one tech’s perspective to the next. And let’s be real: no one wants to sit through awkward pauses or filler words (we’re looking at you, “um” and “uh”).

Once the story was laid out, we added the b-roll footage to highlight what the techs were talking about, giving the video depth and energy. Then came sound editing and applying the soundtrack we had chosen during pre-production. We always pick the music beforehand to match the vibe of the shoot—it helps us capture the right style during filming.

After two rounds of revisions (with only minor tweaks, I might add!), we wrapped the project. The client? Happy as always!

Wrapping it Up

I can’t say enough how much I appreciate the teamwork that went into making this video. Huge thanks to the auto techs, dealership managers, and, of course, Bob Smith, executive director at Greater Los Angeles New Car Dealers Association, and Kim McPhaul, President of CNCDA Foundation, for being top-notch coordinators. A shout-out to our crew—cinematographer Sam and production assistant and photographer German—you guys nailed it, as usual. This project was a success thanks to everyone’s hard work, dedication, and passion.

And maybe, just maybe, next year, another aspiring young tech will see this video and decide to dive into this incredible career path. If that happens, well, we’ll have done our job right.