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Directorz & PrimalScream Music & Sound/Austin Collaborate On RAM Campaign For Richards/Lerma

Richards/Lerma tapped production company Directorz and PrimalScream Music & Sound as part of the key creative team on the new Hispanic and General Market campaign for RAM. The spots, directed by Jeff Bednarz, feature real RAM owners whose trucks are integral to their lives. The success stories are supported by the campaign’s music, creative directed by PrimalScream Music & Sound’s Nicole Dionne.

For PrimalScream Music, which just launched in Austin, the project provided the opportunity to draw upon impressive talent from the region including musicians Alex Marrero, Michael Ramos and Jake Owen who were recorded for original scores by Primal Scream composers Stuart Brawley and Billy West. These signature music tracks were styled as a pitch perfect match to the real people vignettes directed by Jeff Bednarz. Bednarz’ ability to connect with people, allowing them to tell their stories in an open and honest way, shines in this campaign.

“If something such as a human whisperer existed, Jeff would be it! I’m always amazed to watch people just open their hearts and souls when they talk to him,” says agency EP Gabriel Silva. “When you combine magic with a great eye for details and big devotion to the project, you just need to grab a seat, relax, and enjoy the ride…You know you’ll get an amazing spot.”

Commenting on PrimalScream Music & Sound’s contribution to the campaign, Silva continues: “There’s no real secret for success. If you let your passion to drive your creativity, you’ll always end up with amazing results. The passion Nicole and PrimalScream team poured into this job was off the charts.”

To view the campaign:

Client: RAM
Advertising Agency: Richards/Lerma
Chief Creative Officer: Stan Richards
Creative Director: Alex Campo
Art Director: Christian Sendra
Copywriter: Alex Campo
Executive Producer: Gabriel Silva
Agency Producer: Gabriel Silva
Director of Broadcast: Greg Gibson

Production Company: Directorz
Director: Jeff Bednarz
Director of Photography: Mark Thomas
Executive Producer: John Gilliland

Music Company: Primal Scream Music
Creative Director: Nicole Dionne

Postproduction Company: 3008 Editorial
Sound Design: Matt Cimino @ 3008 Editorial
Visual Effects: Mark Sullivan @ 3008 Editorial

Telecine: Ntropic
Colorist: Marshall Plante