When RAM Trucks, a brand known for delivering poignant, culturally-driven messages during the holiday season, asked us to develop their Thanksgiving spot, we knew we had to do something different.
Inspiration struck our team while looking at the stunning satellite images we found on Daily Overview - a photography project aimed to inspire and change the way we see our planet through the Overview Effect. We noticed that some land formations have an uncanny resemblance to parts of the human body. These visual parallels brought about a realization that inspired our concept and drove the direction of the spot.
We set out to demonstrate this exceptional link by juxtaposing macro photography of humanity with satellite and aerial imagery of the land which Americans call home. The result is a striking visual and a powerful message: while we may gather around separate tables, in different cities, with different traditions, 'to the soil we’re all the same.'
Awarded 2018 American Advertising Awards: Gold (Television and Art Direction) & Silver (Copywriting)
2018 Communicator Award of Excellence: Commercials (General-Automotive) & Craft (Art Direction)
Simon Candy, Executive Creative Director
Lexi Corn, Creative Director
Becca Zavorski, Copywriter
Thomas Durante, Art Director
Michael Keenan, Editor
Teresa Hasala, Designer
Allison Benoit, Senior Account Manager
Christine Presto, Agency Producer
Dipti Bramhandkar, Strategic Planner
Matt Baron, Editor
Mike Moore, Edit Assist
Ryan Peoples, Sound Engineer
Brian Anderson, Producer
Billy Gabor, Senior Colorist
Justin White, Color Assist
Soraia Callison, Producer
Deron Hoffmeyer, Sr. Flame Artist
Natalia Wrobel, Producer
Oliver Atcheson, Producer
Jack Bradley, Executive Producer
Paul Robb, Creative Director
Garth Neustadter, Composer, Lead String Player & Arranger
Additional Instruments: Paul Robb, Michael Kotch & Chris Heidman
Imagery provided by Daily Overview, satellite imagery ©DigitalGlobe.
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