RAM TRUCKS:
Built for the hunt
BRAND AWARENESS + CAMPAIGN ACTIVATION
THE ASK:
As the AOR for FCA, we crafted many campaigns and initiatives. RAM Trucks was my home for 4 years and this project was one of my favorites. The client asked that we create a media campaign to highlight their limited RAM 1500 Outdoorsman truck; a special edition vehicle designed with unique features to specifically support hunting activities. Whether you’re chasing big game, small game, waterfowl or fishing, the Outdoorsman covers it all — and it needed a unique product demo to reflect that while utilizing the talent they previously attached to the project.
Participation
Art Director
UX/UI Design
Photo Retouching
Client
RAM Trucks
Year
2016
THE CHALLENGE:
We ideated on hunting and connected directly with the talent, and their respective camps, to understand exactly what types of game truck-owners pursue as our design team consisted of mostly non-outdoorsy type folks.
Based on their feedback and limited licensed assets we had permission to use, we needed to build an experience that embraced both the truck and the talent while telling the story of how well the two brands intermeshed.
THE PROCESS:
We discovered very early that this was not going to be user tested; it was going straight to market. We didn’t have the budget or time to push back, so we drafted guerrilla UX sessions via Lunch & Learns across our company and, in exchange for free burritos, garnered the feedback we needed to confirm our story direction and lo-fi wireframes.
As we refined the layout, we ran into the issue of not having enough assets to complete the ask. So, we leveraged stock assets and purchased additional talent photos to fill the gap from editorial stock houses or directly from the talent agents. I was able to retouch every image to ensure that, not only were the trucks on-brand and Outdoorsman badged, but make sure that the backgrounds and additional talent was placed appropriately and as realistically as possible.
THE RESULTS:
Enter “Built for the Hunt”, a tailored digital experience that showcases the skills, tools, and values of the modern hunter — the same qualities that RAM embodies in the Outdoorsman. Users can compare hunter & truck from three different perspectives: deer, fish, and waterfowl.
The site also aggregated a social contest, a charitable effort, and content from applicable brand partners such as Mossy Oak, Drury Outdoors, and Under Armour. We created a section on the site promoting Ram Hunts Hunger, a Ram Trucks partnership with Farmers & Hunters Feeding The Hungry that encourages hunters to donate a portion of their hunt to those in need. Enamelware dining sets were specially designed for the campaign to be given away to everyone who donated.
Desktop Website Tour Video
Mobile Website Tour Video
