Emotional Goal

The emotional goal of this project was to feel the grit that Old Man Mountain can throw at an individual.

The Mission

TruckVault came to us with a challenge: make a product video that didn’t feel like a product video. Their All Weather Line is built to protect the gear that matters most, whether you’re a hunter, first responder, or everyday adventurer. The ask was to create a rugged, memorable, emotionally resonant story that could showcase product benefits while emotionally speaking to the audience.

Our job was to discover that emotional truth, and turn it into a compelling visual narrative that reinforced why TruckVault is the trusted name in secure vehicle storage.

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The Approach

From the beginning, we worked closely with TruckVault to develop a creative brief that aligned brand goals, audience expectations, and channel fit.

As we explored concepts, we didn’t have to look far for inspiration. Sitting in TruckVault’s parking lot was a beautifully restored Chevy K10. Its boxy lines and classic silhouette immediately captured the rugged, dependable aesthetic we were looking for. That truck became our foundation, the emotional centerpiece for the story.

We developed three creative directions, weighing each against production logistics, budget, and audience goals. One concept quickly stood out. It positioned the truck as a metaphor: aging, scarred, and dependable, just like the people who rely on TruckVault.

With a concept and script in hand, we began scouting locations that could deliver on the project’s specific needs: forest roads, a secluded cabin, and rain on demand.

We found a location that offered both a cabin and allowed us to safely cut down a tree. They also had road access for a 500-gallon rain machine.

Our production plan covered two days but required tight orchestration. Weather, water rigs, and practical stunts all needed to line up perfectly. We handled production management, permitting, and on-set direction while collaborating with the TruckVault team to fine-tune details.

Post-production unfolded over two rounds of revisions and included editing, color grading, and sound design.

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