Ram Trucks
The Project
The Richards Group out of Dallas, TX saw our National Parks art and commissioned us to develop a series of posters and ads for Ram Trucks that would be inspired by 20th Century Works Progress Administration poster art.
The ads appeared in the 2012-2013 Texas Parks and Wildlife Outdoor Annual Hunting and Fishing Regulations guide, distributed to more than three million avid Texas outdoorsman. The Ram Trucks brand was the exclusive automotive sponsor of the guide.
The Challenge
We needed to create a series of Ram Truck ads featuring illustrative renderings of the Lone Star state’s picturesque Rio Grande Valley, Balanced Rock, Enchanted Rock and Lighthouse Rock landscapes as settings for the Ram 1500 Mossy Oakâ Edition Outdoorsman, Ram 2500 Power Wagon, Ram 1500 Lone Star and Ram 1500 Laramie Longhorn. The art needed to celebrate the rugged beauty of the Texas landscape in a vintage, stylized color palette while accurately depicting each truck model.
The Solution
Poster Concepts
The biggest challenge on these posters was depicting modern trucks in a vintage poster art style. We used retro color palettes and clear, defined lines with plenty of intentional usage of shadows, contrast, and scale to depict iconic truck models in equally iconic wilderness settings.