Award-winning automotive director Rory McKellar has joined bicoastal production company Durable Goods. Over the span of his 25-year career in commercial production, McKellar’s dynamic body of work spanning television, commercials, and films has earned him global recognition.
His instincts and narrative style has landed him numerous campaigns with leading automotive brands, as well as directing roles on reality TV and documentary series.
Wray adds, “He understands the different nuances of every storytelling medium – from traditional commercials and branded content to experiential – and he executes on it all with a high level of craft and innovation. Between Rory’s talents and the production resources of Durable Goods, we have the potential to be an unstoppable force.”
While McKellar has spent the past four years exclusively in the automotive industry, he has directed commercials all around the world for a variety of brands, such as Sony and Pepsi, as well as artists Madness, Cliff Richard, Say Lou Lou, and Pixie Lott. His proverbial trophy display is filled with multiple Cannes Lions and Creative Circle Awards, along with Clio, D&AD, and OBIE honors, among many others.
McKellar’s passion for the speed and craftsmanship of world-class cars permeates his consistent output of exhilarating automotive content for brands, such as Range Rover, Jaguar, Suzuki, Hyundai, and Toyota. Collaborating with legacy car brands, he is equally passionate about pushing the genre to new heights through his visceral, emotive storytelling.
“I appreciate that my clients trust me enormously,” says McKellar. “I’ve spent years mastering my craft — how to light cars and how to make them look good. Even with years of experience under my belt, I’m always challenging myself to innovate and take more risks, pushing my narrative style to achieve results that are both artistically and commercially rewarding.”
McKellar previously worked on documentaries and TV shows for BBC, ITV, Channel 4, NBC, HBO, and Discovery, including automotive series like West Coast Customs and Pimp My Ride. These shows led him to a deeper understanding of how to convey the thrill, aesthetics, and lifestyle of cars. In bridging his filmmaking experience with Durable Goods, Mckellar is keen on venturing deeper into the American market to create premium work for its heritage of iconic car brands.
“We’ve already established great camaraderie and momentum in the short time I’ve been with Durable Goods,” concludes McKellar. “A big part of that is the philosophies we share as client-focused collaborators who want to create groundbreaking work together. I’m thrilled to see where this partnership takes us.”
Reel 360 wishes Rory the best of luck at Durable Goods.