You Can with a ram

RAM introduced its 2025 lineup with a new campaign built around Rex Torque, a dry and deadpan character created to shake up how trucks are seen in the region.

The campaign launched the new platform “Trucks. It’s what we do.”, making RAM’s specialization clear in a market full of capable SUVs and pickups. Through a 45-second hero film and a series of social cutdowns, Rex Torque’s humor brought the power, versatility and personality of RAM trucks to life.

I contributed across the campaign’s visual execution, from social concepts, graphic templates and VFX to cinema adaptations and content edits, helping carry the campaign’s visual language consistently across formats and platforms.