Telling the Story of Ford’s Digital Experience with Director Brian Petchers At Taproot Pictures, storytelling is more than just capturing images, it’s about crafting narratives that resonate, captivate, and reflect the spirit of innovation. We were honored to partner with GTB and Ford Motor Company to Digital Experience platform to … Read More

Harvesting Stories: Ross Chastain, Watermelons & the Silverado EV When NASCAR phenom Ross Chastain trades screeching tires for sun-kissed fields, he returns to his heritage as an eighth-generation watermelon farmer. In Taproot Pictures’ MELON 1 case study, we captured an exclusive, cinematic glimpse into his off‑season world, where the Chevrolet Silverado … Read More

Director Brett Warkentien Partners with GM Envolve and McCann Detroit on Two Spots Detroit, MI – Director Brett Warkentien from Taproot Pictures has teamed up with GM Envolve and McCann Detroit to create two dynamic new :30-second spots highlighting the value of OnStar and GM Fleet for customers nationwide. The … Read More

Luxury Meets Performance: Behind the Scenes of the Lincoln Corsair and Navigator 2025 Campaign – Directed by Brian Petchers There’s a rare magic that happens when automotive luxury, cinematic craft, and storytelling coalesce, and that’s precisely what our team and director Brian Petchers achieved in the recent Lincoln shopper and … Read More

Unpacking the Vision: Director Brett Warkentien and the GMC Certified Service Campaign 1. The Director’s Canvas: Brett Warkentien Brett Warkentien, born and raised in the Midwest, carries with him the grit of his roots and the polish of a designing mind, an artist grounded in storytelling and elevated by technical … Read More

Crafting an Iconic Content Campaign: Dir. Brett Warkentien – Taproot Pictures, DEPT & Bissell’s 10-Day Production Marathon 1. Ambition Meets Scale In today’s fast‑paced advertising landscape, creating a content campaign that’s both prolific in output and rich in quality demands strategic planning, collaborative spirit, and a bold execution roadmap. We … Read More

We’re excited to introduce two new faces that have joined the Taproot team. Nate Morris and Cole Hammontree formally joined Taproot as full time employees at the start of the year and will be interacting directly with you (our clients, crew, and friends) in support of our mission to help … Read More

We’re excited to share a new project for Campbell Ewald and OnStar. This two-day production took us into the breathtaking Montana mountains to capture stunning visuals at Big Sky Resort. We had the opportunity to work with Claire Mitchell, our skiing influencer talent, who relies on OnStar products for safety … Read More

Unveiling the 2024 GMC Acadia In the world of marketing, creating a buzz around a new product launch is an art form. When the task at hand is to introduce the 2024 GMC Acadia to the world, you know you need something extraordinary. We collaborated with Weber Shandwick and embarked … Read More

In the realm of advertising, there are certain commercials that not only grab your attention but also leave a lasting impact, evoking profound emotions and sparking meaningful conversations. “Permission to Live,” a 30-second spot directed by Karl Koelling for Authenticity Marketing Group and their client Faith Hospice, is one such … Read More

After introducing the Chevrolet Silverado EV and Blazer EV this year, Chevrolet’s electric vehicle rollouts continued with a third introduction: the all-new 2024 Equinox EV. We were tapped by Weber Shandwick to bring the PR/media and social footage together over the course of two days. This package included a running … Read More

We collaborated with celebrity designer and builder Wendell Holland, recognized for his popular television shows in home design, to redesign Denver resident and Chevy Bolt owner Pamela Talley’s garage into an at-home convenience store. Chevy even polled the brand’s social media audience to gather followers’ favorite gas station snacks and … Read More

This campaign featured three unique character focused stories that embody the iconic Chevrolet Silverado brand. Aptly titled, “Silverado Presents” the three unique stories feature the iconic truck in the elements. We filmed these stories in three different locations across the United States and created over 80 different deliverables as part … Read More

We helped Gerald R. Ford International Airport air its first Super Bowl ad. Director Karl Koelling helped bring the spot to life with the Agency, Extra Credit Projects. Always A Good Call The airport was featured in a 30-second ad during Super Bowl LVI. “The Ford International Airport has an … Read More

As we get ready to wrap 2021, we’d like to say thank you to our clients and partners who have trusted us to help them bring their stories to life this past year. Our work supports yours, and we’re grateful for the opportunities to work with people and companies who … Read More

Overview We were commissioned to create a social spot for the Chevrolet Suburban that would find its inspiration in Wes Anderson’s films. The agency creative team were passionate fans of Wes’ films and our Directors, Josh Carrasquillo and Karl Koelling, knew that delivering a spot littered with near perfect call … Read More

Overview Our friends at Authenticity Marketing Group asked us to develop two 30s spots that could be filmed in one day for an ongoing campaign focusing on “quality of life, until the end of life.” No easy task, but director Karl Koelling resonated with the message and was prepared to … Read More

Overview Ganas Manufacturing is a small startup based in Detroit that specializes in custom millwork and bespoke furniture for commercial and residential clients. Engineering these projects from the ground up required 3D modeling, but the company needed a solution that wouldn’t break the bank. The company found that Autodesk helped … Read More

Have you ever wondered, what’s the difference between a lithium-ion and an absorbent glass mat battery? We hadn’t either, but we learned a lot on a recent project for a global battery manufacturer about how these technologies are at use in the rapidly emerging electric vehicle market. We created eight … Read More

Taproot Pictures, Grand Rapids, MI “Lead The Way” 2021 USA / Duration: 9 mins Directed by: Josh Carrasquillo “Lead The Way” A documentary short film about a retired United States Army Ranger, Special Forces Green Beret, and Tier 1 Assault Sergeant Major, John “Shrek” McPhee follows him across Ireland and France … Read More

For the last decade, OnStar has teamed up with NORAD to help magnify the wonder of Christmas for thousands of children on the road. Each Christmas Eve, OnStar Members and their families can push their blue OnStar button to learn Santa’s location as he journeys across the globe spreading presents, … Read More

The question we’re most often asked, is: “What is the meaning of Taproot?” As a creative company, we don’t mind that it’s a little obscure, but there is an idea behind it, and we thought this might be an appropriate time to share it. Literally, a taproot is part of … Read More

Working with our friends at Authenticity, we created three pre-roll ads for Holland Home as part of an on-going campaign. The fun spots linked below feature actual residents enjoying the perks of Independent Living at Holland Home. Shot on location in Grand Rapids, MI, we utilized a five person crew … Read More

Taproot Pictures, Grand Rapids, MI 2020 USA / Duration: 13 mins Directed by: Karl Koelling Liza Dietzen has dreamt of competing as a dog sledder since learning about the Iditarod in kindergarten. Ever since, she’s dedicated the majority of her life to raising and caring for her sled dog team, fostering … Read More

Thank you to our clients, crews, and partners. We only had a chance to capture BTS on one of our shoots, but we’re incredibly grateful to our clients, crews, and production partners who have helped us continue to bring meaningful ideas to life during one of the most trying times … Read More

Taproot Pictures, Grand Rapids, MI 2020 USA / Duration: 13 mins Directed by: Karl Koelling Liza Dietzen has dreamt of competing as a dog sledder since learning about the Iditarod in kindergarten. Ever since, she’s dedicated the majority of her life to raising and caring for her sled dog team, fostering … Read More

Having the right tools can go a long way in production, but sometimes how something was done isn’t reflective of the end product. That sums up how we felt about this project as we didn’t have a big budget, great crafty, or a large crew. To understand more, first take … Read More

THE COVID-19 PANDEMIC HAS DRASTICALLY EFFECTED OUR INDUSTRY. Every production company in our industry has had to adapt to the change in business seemingly overnight. The old way of doing things is no longer viable for clients and agencies. In order to keep people safe and healthy while also continuing … Read More

Behind The Scenes with Taproot One of our first productions after quarantine had us creating two 30s television spots. A big shout-out to the crew and talent who followed all COVID-19 guidelines while enduring a grueling 15.5 hour day. Take a look below at a reel from the production. More … Read More

New Commercial Work It takes a special person to perform hospice care, but for those suffering loss, it makes all the difference. Working with Authenticity Marketing Group, we created two 30s spots for Faith Hospice as part of their Your Champion campaign. The first spot, “Remembering,” is airing locally in … Read More