CREATIVE DIRECTOR & INTERACTION DESIGNER
Western Star Trucks Theater Experience
ROLE: Art Director
For Western Star Trucks calendars, we chose to buck the trend of highlighting shiny new trucks in pristine settings. Instead, we always tried to showcase the trucks at work, as the heroes in their own stories.
And how better to do this than a movie poster concept? Through fictitious films, based on common configurations, we wrote synapses that reinforced the features and benefits of buying a Western Star Truck and worked with several illustrators and photographers to create a variety of movie posters. “Cast members” and ratings on the poster highlighted features as well. Then we created a theater experience for the annual Mid-American Truck Show (MATS).
An Iconic Cover
Given that a sizable share of Western Star Trucks are spec'd with Detroit Diesel engines, and Detroit is considered the backbone of the American auto industry, I had the idea to reference the marquee of Detroit's iconic Fox Theater. I started with a rough photoshop mockup, and then provided art direction to our in-house illustrator to achieve the final result.
Side-by-Side: Inspiration and Final Cover Design
Fleshing Out the Concept
For a team of movie lovers, this was an absolute labor of love. Everyone on the creative team brought their ideas to the table, and we considered hundreds of films from various genres throughout the years. We culled this down to create a series of mood boards for each of the segments that our client stakeholders wanted to see represented in the calendar.
We really sweated the details, referencing nostalgic elements from cinema as one of the means to call out the features of the trucks being represented. I designed each of our film ratings, based on the official MPAA system.
Logging: The Legend of the North Woods
A sasquatch is terrorizing hikers in the woods, and a Logging Truck driver saves the day.
In addition to creating the calendar grids throughout the calendar, I laid out all of the typographic and logo elements of the poster over illustrator Jeff Foster's artwork (which is showcased in two of the following examples).
I also provided our filmmaking team with title treatments and graphics to use for this trailer we made:
Oil & Gas: Twin Steer
In this classic western, we see a popular configuration for cattle hauling perform in heat and rugged terrain.
I laid out all of the type and created the Durascope logo—a nod to the durability of these trucks that makes a nostalgic reference to the days of Cinemascope.
Cement Mixer: The Payback
A truck driver takes on a vicious crime boss.
I art directed this photoshoot and composite layout, and designed the typographic elements and logo placement of this poster.
Snow Plow: The Gift of Gravel
In this family-friendly classic comedy, a snow plow driver clears the road to Grandma’s house, ensuring the “most perfect holiday ever.”
I designed the type treatments and laid out the poster.
Mid America Truck Show Experience
Western Star Trucks’ event space welcomed attendees to a custom-made theater, complete with a marquee resembling the calendar cover (which I designed to reference Detroit’s Fox Theater), popcorn stands, ushers, and a display of custom-painted trucks inspired by the "heroes" of each fictitious film. This immersive experience left a lasting impression on convention-goers, and won our agency a Rosey Award.