Mahindra roxor

Brand & VEhicle Launch campaign

Production details

Role - Director + Director of Photography

Co-Director (Teaser Content & Still Photography) - Justin Meredith

Client - Mahindra Off-Road

Agency | Production Company - StudioTEN

Deliverables- 12 spots, 25 retouched images

Shoot Days - 4 days

Project overview

Mahindra, an Indian conglomerate with a rich heritage, sought to launch their first vehicle in the U.S. and looked to TEN: The Enthusiast Network to successfully bring their brand and vehicle to the largest automotive market in the world. Brent was tasked to Direct the Pre Launch and Launch Campaign to obtain all the advertising assets needed for the vehicle debut in March 2018.

The Challenge:

To capture a wide variety of assets for all advertising & marketing needs for an entirely New Brand & New Vehicle launch. The assets needed to include multi terrain, multi environment vehicle running footage and still photography for usage across all platforms including: print, digital, social, website and dealer on-boarding. In addition to the amount of content that needed to be created across a 4 day shoot, doing this in the dead of winter with limited daylight and unpredictable weather, was no small feet. Brent took the vehicles to Central Oregon where he could really maximize the variety of footage and photography, taking advantage of the extremely diverse terrain. The weather held and a tremendous amount of stunning footage and still photography was captured throughout the 4 day shoot.

THE PAYOFF FOR THE CLIENT:

Mahindra was successfully launched March 2nd 2018 and the vehicle certainly lived up to the hype. Reminiscent of an iconic form, the Roxor was instantly validated by the campaign at large. The beautiful and aggressive footage captured showed the capability and strength of the vehicle and established an overall positive brand identity. Not to mention, a pre sale of 7,000 units, exceeding the projected goal for the 2018 launch year by 3,500 units. A clear success on all accounts.