RAM | WISER

The Concept

The challenge presented by Doner Agency was a logistical puzzle with a powerful human story at its center. The goal was to create a national broadcast spot for RAM featuring the recently retired JJ Watt, focusing on his continued dedication to his community through the JJ Watt Foundation.

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We had a single day and a seven-hour window with JJ Watt in Arizona to capture the celebrity component, a full photography campaign, and all the on-road running footage for the hero spot. Success would come down to meticulous planning between our two directors, Joshua McGowan and Andrew Schneider and their DPs, Mikey Zeller and Mike Koziel.

The Craft

The solution was to design the main shoot day as three distinct units operating in perfect parallel. Each unit had its own leader, crew, and clear objective, allowing us to maximize every minute of our limited time.

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1. The Story Unit: Director Joshua McGowan was dedicated to the celebrity component, working closely with JJ Watt to capture the authentic, human moments at the heart of the commercial.
2. The Vehicle Unit: Director Andrew Schneider led a second team focused entirely on capturing the dynamic on-road footage of the RAM 1500 in motion.
3. The Stills Unit: Photographer Jake Dyson ran a third unit, tasked with creating the complete photography campaign that would run alongside the broadcast spot.

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This orchestration was put to the test at our final location: a local high-school football stadium. With a real game scheduled for that evening, our wrap was un-moveable. There was no room for error. As our team captured the final, essential shots with JJ, the school’s practice squad was already warming up on the sidelines, waiting to take the field.

The Heart

Beyond the commercial that aired nationally during NFL and college football games, the project had a different kind of result. A key part of the story was the work of the JJ Watt Foundation, which provides athletic equipment to underprivileged communities.

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We worked with the foundation to make that story real. The equipment featured in the commercial was gifted to the very high school where we filmed. It was a moment that brought the project's purpose to life, creating a genuine connection between the narrative on screen and its impact in the real world.

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