Resonating with the target audience by displaying the truck in a familiar environment.
Background and goals
For some people a workspace involves a carpeted floor and a cubicle, but for others a truck is all they have got. The goal was to connect with the target audience by photographing the truck in an environment familiar to them.
A construction site right next to the railroad tracks was strategically selected as the setting that would help demonstrate the vehicle’s versatility. The train that happened to pass by during the photo shoot helped add an element of surprise.