-
MAXXFORCE ENGINE cAMPAIGN
art direction, concept development

OBJECTIVE: MaxxForce by International introduced a line of high-performance engines for large trucks and semis. After several months, it was time to build upon prior introductory communication with a propor trade-pub campaign. The client wanted to cut through the clutter of similar ads for their competitors with something unique, something not often found in transportation trade publications.

SOLUTION: The surest way to stand out was agreeing not to show an engine. Extreme depitctions of nature were chosen to communicate the extreme strength and performance of the engine.

-