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:
Credits: 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