When Ram Trucks needed new content for their Commercial Customer and Agricultural campaigns, they called upon Director Karen Lavender who chronicled the partnership between farmers, small businesses and their RAM trucks for the truck maker and agency
When Ram Trucks needed new content for their Commercial Customer and Agricultural campaigns, they called upon Director Karen Lavender who chronicled the partnership between farmers, small businesses and their RAM trucks for the truck maker and agency. The just released profiles, short films and traditional spots capturing the real lives of RAM owners can be seen here.
Working under the banner of LIVETRIBE, Karen teamed up with co-Director and DP Gary Ravenscroft. As a storytelling duo they craft stories that take us from city centers to rural farms and chronicle a journey to the heart and soul of RAM truck owners. “I call it, ‘Crafted Realism,’” says Lavender, describing herself as South African by birth, American by choice, and 100% an off-road adventuring, raceway filming and self avowed car fanatic motorhead. “By planning each profile to make them very filmic, we precisely choreographed every shot to showcase the world of RAM trucks and the people who rely on them. The result is a slice of life, real people in real locations with an authenticity that shines through.”
According to Lavender, the RAM Small Business and Agriculture Campaigns tell the stories of both business owners and farmers, as they power the engine that drives the American way of life. “I grew up in South Africa riding horses, taking off-road adventures on wild game farms and watching stock car racing,” says Lavender. “This way of life resonates with me, but it’s still perceived as a rough and tumble man’s world. My goal was to bring in a feminine sensibility, a human touch, without being obvious about it. The results are heart-warming stories that capture the truth of these people.”
Urban Backstory
Lavender and LIVETRIBE first came to the RAM family as part of the Commercial Customer campaign designed to highlight the nimble, customizable ProMaster line of RAM vans. The campaign concentrated on the vital role that RAM cargo vans play in the lives and livelihoods of small business owners. “This campaign was built upon the RAM reputation for reliability,” Lavender says, “and for these people that foundation has been the key to growing their businesses.” Shot in numerous cities and rural areas around the USA and Canada, the 12-part series profiled business owners and suppliers. Through misty mornings and ice cream smiles, this way of life comes alive through the eyes of those who live it. “We wanted to capture this landscape in a way that hasn’t been done before,” says Lavender, “I think we accomplished that.”
On The Farm
With the success of the Commercial Customer campaign, Lavender and LiveTribe were awarded the 2019 RAM Agriculture campaign with agency The Richards Group. “Farmers have all the challenges that we do,” Lavender says, “plus some that one would never think of.” In Southern Michigan, from Hanover to Horton and through Chelsea, the LiveTribe duo crafted profiles out of interesting and inspiring farmers, showcasing the backbone of American agriculture. “These are people who grow stronger with every challenge they face,” she says. “They not only use their RAMs to run their businesses today, but they are setting up the next generation to succeed tomorrow.”
Lavender added, “While many of these people face the same challenges as city-dwellers, their livelihoods hinge on good weather, fertile soil, and stable markets. This lifestyle is the legacy a new generation inherits, for in their blood is a passion for farming, and a century’s worth of traditions—all of which is supported by the RAM trucks that help them get the job done. We wanted to celebrate the tradition of the family farm, and the innovation of the heartland. RAM trucks are integral to this way of life.”
Simian Gets An Evolutionary Boost For Collaboration, Reveals “Teams”
Simian, the showreel-building, review & approval, and production asset management platform used globally by creative leaders, is kicking off this fall season with a substantial leap forward for collaboration and project management – with more updates on the way during the holidays!
The new feature, aptly dubbed “Teams”, makes it easier than ever for users to give project responsibilities to team members and clients alike. “You can never have too many options when it comes to permission levels,” says Jay Brooks, Simian’s Chief Technology Officer. “Teams provides a streamlined way to assign multiple users to a project at once.”
“Teams are very powerful, but creating one is effortless,” Brian Atton, Simian’s Chief Operating Officer explains. “Simply enter a Team name, add members, and then apply the newly made Team to any desired project. You can even invite temporary guests without changing settings for other projects or needing to create a new Team.”
“We love helping our clients by providing efficient tools to improve their workflow, and this has been a frequently requested feature as of late,” shares Kellie Atton, Head of Sales at Simian. “It feels great to get Teams out into the wild because I know it’s going to be tremendously helpful to everyone who uses it”.
Teams is now available exclusively to Simian’s enterprise clients. Simian plans to release more product upgrades and enhancements during Q4 2024 and 2025 for enterprise and non-enterprise users, continuing its ongoing evolution as the industry’s leading production asset management solution.
For more information on Simian upgrades and features, visit https://www.gosimian.com/
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