The Challenge
RealTruck had just come through a major rebrand. The next move was the hardest one: a first-ever national campaign aimed straight at consumers, carrying a brand identity that hadn't been road-tested yet.
Then the calendar got involved. The campaign needed summer: open roads, long light, the season people picture when they picture a truck. It had to be shot in winter.
The Work
Four days. Multiple locations across the West Coast. Eight distinct personas, each with their own vignette, each one a different reason somebody builds out a truck.
Shooting summer in winter is a problem you solve in pre-production or you don't solve at all. Location scouting, sun angles, wardrobe, and casting all had to line up before a single camera rolled. On the day, the crew moved fast enough to hold that summer look across every location.
We built the shoot to work harder than a single spot. Every setup was planned against a deliverables list that ran well past the hero cut.
The Result
The broadcast package came in at :30, :15, and :06. Then another 92 deliverables, product-focused, evergreen, and social, from the same four days of principal photography.
Over 13 million views to date.
RealTruck came back. The first campaign's success turned into two national campaigns inside twelve months.
