Phase 01
Ignite a Spark
An 8-part YouTube docu-series introducing the truck through the people who built it. Each episode built momentum and teased the reveal.
Advertising · 2025
Ram REV Launch
Truck people don't trust EVs. EV intenders don't consider trucks. We launched Ram's first electric pickup and shattered skepticism on both sides.
10x the expected reservations.
Creative Director
Phase 02
Rally the Masses
We skipped the predictable auto show playbook and took over CES. A live YouTube reveal with interactive chat, a keynote stream, and a paid media blitz drove the curious to a dedicated site — where curiosity turned into commitment.
Phase 03
Mobilize the Movement
The Super Bowl spot turned the CES concept into reality. Reservations surged, and the REV Insider+ community gave the believers backstage access — straight to Ram's engineers and designers.
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