• 10.3.11

    Michael Schnabel for Ram

    Michael Schnabel photographs the latest ad campaign for the Dodge Ram 1500. The tagline reads, "A vehicle that not only helps you do, but you get where you want to go." The ads are specially made for the Latin American market.

    Schnabel photographed the trucks in Southern California. Locations included the desert and a farm where the crew spent two days. The concept was to show the trucks getting dirty in action. While most ads depict cars as beautiful and stylish, Ram wanted to show them as working trucks. For Schnabel the challenge was that while the brief called for capturing the truck in the mud, getting dirty, the truck still had to look good and desirable to potential buyers. Schnabel says he had "a vision of how it would work out and it definitely came through."

    Schnabel's ads for Ram are out now in Latin America.

    See more of Michael Schnabel's photography here.

    Client: Dodge
    Agency: The Richards Group
    Art Director: Samantha Jimenez
    Production: Team Halprin
    Photographer: Michael Schnabel
    Retouching: Recom

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