THE CONCEPT

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There are truck launches, and then there are invitations to build an entire new world. The RAM Lunar Edition needed a landscape that felt entirely its own, a stark, beautiful, and alternate dimension. Our task was to find, and then create, that world here on Earth.

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The search led us to the vast, otherworldly dry lake beds and mountains of Utah. This remote canvas was the perfect setting, but it presented a significant challenge: how to execute a complex, precision-driven shoot from afar, capturing a feeling that was both powerful and atmospheric. The vision demanded a seamless orchestration of talent and technology.

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THE CRAFT

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To create an authentic lunar feel, every choice had to serve the vision. DP Mike Koziel was essential in crafting a visual palette of muted blues and stark grays, turning the sand into a reflective, moon-like surface. 

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The most critical decision was our choice of glass. While zoom lenses are the conventional choice for efficiency in automotive work, we opted for the unmatched character of Tribe 7 Blackwing prime lenses. It's a deliberate trade-off, a choice that prioritizes the rich, cinematic texture of the final image over the speed of production. But we think you can feel the payoff the subtle details of every frame.

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On a multi-faceted shoot, success lives in the seamless dance between motion and stills. Photographer Jack Schroeder led the charge on the photography front. With two vehicles on set, we orchestrated the schedule so both teams could move in sync, ensuring everything was captured without compromise.

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THE RESULT

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In the edit, Editor Rob Frenette made sure every cut was designed to be subtle and tasteful, seamlessly blending shots to maintain the immersive, atmospheric feel. The final color grade from Jacob McKee brought the vision to life, creating a world that feels both real and dreamlike.

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The result is a film that feels less like a car commercial and more like a transmission from another world.

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