Driveway · 4 minArrived
The Call
Pulled up to the drop. Still on the conference call.
The customer is watching through the blinds.
Wrapping the meeting first
A vertical series · presented by VERT
The most interesting person on your block just dropped off your dinner.
The next era of brand storytelling isn't horizontal.
It's happening vertically. In the moments people scroll, share, discover, and decide. For a brand like DoorDash, those moments present an opportunity to turn everyday experiences into content people actually want to watch.
That's where VERT comes in.
The idea
Dashing isn't the thing people hide. It's the power move behind the main-character life.
The Dashers catches people mid-double-life: the pitch on mute, the heels at the curb, the gallery opening waiting across town. And it makes dashing look exactly as cool as it is.
When I left the company I co-founded to build VERT, I dashed between pitch meetings. The people I met out there were the most interesting people I knew: friends with law degrees, grads on their first job, founders funding the thing that isn't paying them yet. Everyone had a whole second story.
Hope Dotson Farley · Founder, VERT
people have dashed since 2013
dash around something else: a job, school, family, retirement
already have a job or run their own business
of the most active Dashers say it puts them more in control
How it plays
Fifteen to thirty vertical seconds. Real Dashers, no actors, one repeatable shape.
Catch them mid-double-life. The call that won't end. The heels coming off. Then the ding.
Clean frame, eye to lens. Their second story, out loud, in their own words.
Their car, their playlist, their city. Bag to door, DoorDash at the end.
Moments we're casting for
Pulled up to the drop. Still on the conference call.
The customer is watching through the blinds.
Wrapping the meeting first
Pitch on mute. Heels off at the curb.
Bag to the door. Heels back on.
Two jobs, one outfit
Lipstick check in the rearview.
One more drop, then back to her gallery opening.
Funding the work
Investor call on AirPods between pickups.
Nails the answer before the light turns green.
Building something of his own
Not recruiting. Not selling. Brand love. Cast across every age with one filter: style. The reason people feel something when the bag hits the door.
Already on the road
Elise Schatz, on the VERT bench, has already directed for DoorDash. Social-first storytelling with a fashion eye.
DoorDash · Dir. Elise Schatz
Real people, national brands. We've built real-people stories for brands like Papa John's. Watch
Found through friends, Instagram, sorority networks and people I've known for years. Every age, every stage, and plenty more where they came from.
Who's behind it
25 years producing commercials, music videos and social-first content. Started at Radical Media, then co-founded Adolescent Content and spent over a decade making social-first work for Meta, Google, Nike, Tinder and Target.
The ask
Three Dashers, three second stories, one test market. Request the full series plan and we'll set the meeting.
Hope Dotson Farley · hope@vert-tv.com · vert-tv.com