RAM TRUCKS DEFINED

Features & Benefit + Competitive comparison Commercial Series

Production details

Role - Director

Client - Ram Trucks/ FCA

Production Company - StudioTEN

Deliverables- 14 spots

Shoot Days - 3 days (1 Running Footage, 2 Studio)

Project overview

Ram asked StudioTEN to create a benefit-driven video series that would increase awareness, acceptance, and understanding of their over-looked product features.

The Creative team worked closely with Ram’s Branded Advertising group to showcase the 1500 and HD vehicles in a flowing visual experience that utilized live rear projection. Brent was tasked to execute this vision and bring to life a very unique concept for the Ram brand. He captured performance and running footage of the trucks and projected that same footage practically behind each vehicle on an industrial warehouse soundstage. This rear projection system acted as a light source and allowed the camera to play off the natural reflections of the car. The result was an original features and benefits series that seamlessly combined the beauty of the vehicles with their incredible durability and capability. (See Concept Art Below)

In addition, Ram returned with request to create a series of spots centered around what Ram Trucks offer compared to their competition. Using existing assets captured from the first series of deliverables we developed a Competitive Comparison series that combined the usage of Live Action, CGI and Motion graphics to tell the stories in a concise and interesting manor.