The majesty and the brutality of winter is captured in awe-inspiring fashion in a new national ad campaign for RAM Trucks. Directed by Eric Crosland of Sherpas Cinema for The Richards Group, High Octane is an homage to avalanche techs and highway crews who work to keep mountain roads passable for all including athletes in the face of dense snow, blinding winds and bone-chilling cold. Trucks equipped with snow plows blast through six-foot drifts; helicopter crews use explosives to trigger massive avalanches. “You are the right-of-way,” intones Sam Elliott in the voice-over. “You are a 6.4 liter abominable snowman with ice in your veins.” The spot employs the tagline, “Guts. Glory. RAM.”
Agency: The Richards Group, Dallas.
Rob Baker and Jimmy Bonner, creative directors.
Production: Sherpas Cinema.
Eric Crosland, director; Eric Crosland, David Mossop and Stefan Van Borbely, directors of photography, Malcolm Sangster, producer.
Editorial: Sherpas Cinema.
Eric Crosland, David Mossop and Jay Macmillan, editors.
Music: Jacob Yoffee
The Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More