Capacity trucks
Made in America. By hand.
Capacity Trucks had something most competitors could not claim: American manufacturing and a workforce that took real pride in what rolled out of the plant.
So we created a campaign that looked like it had been built with the same amount of care.
THE CHALLENGE
Capacity was competing in a category where a lot of the advertising looked exactly like what you would expect. Big truck. Product specs. Maybe some dramatic clouds if everyone was feeling adventurous.
But the real story was happening inside the plant. The people building these trucks cared deeply about the quality of their work, and that craftsmanship gave us something much more interesting to talk about.
THE IDEA
We took the campaign inside the manufacturing process and photographed the people, trucks and details that went into building each one.
Then we gave the ads a handcrafted visual style inspired by the work itself. Industrial textures, oversized typography, sparks, metal and original photography helped make every execution feel like it came straight off the factory floor.
The campaign ran across trade publications and their digital channels, giving Capacity a distinctive look built around something competitors could not easily copy: the people and pride behind the product.
Branding, Concept Development, Creative Direction, Photography Direction, Copywriting & Design
Brand campaign: welcome to the kingdom
When Every Truck Ad Looks Like a Truck Ad
Capacity was competing in trade publications packed with the same formula: truck photo, specs, horsepower, repeat.
So we went in a completely different direction.
The Capacity Kingdom turned raw truck power into a visual joke, with animals reacting to Capacity the way they would to something bigger, stronger and a little intimidating.
Hi, I’m Marc.
When I was seven years old, I wanted to be a copywriter.
Just kidding. I wanted to be an actor.
While I was playing at a park, a casting director approached my mom and another mother about having their sons appear in ads. My mom said no. Fred Savage’s mom said yes.
So every now and then, I look back on my own Wonder Years and wonder what could have been.