During the NBA playoffs, GMC asked us to advertise the Yukon Denali - a favorite mode of transportation of top-flight NBA players.We constructed one long-format film, surrounding the relationship between a parking lot attendant (lot man), and an anonymousNBA player over the course of an NBA season (opening day, just after the all star break, the beginning of the playoffs, and afterthe championship game.) The long-format film ran online; four individual episodes were edited from the film, and turned intoTV spots.