Cummins Project Indigo Photoshoot

This one was a beast, in the best way. We teamed up with the internal Engine Business Unit (EBU) on Project Indigo, a nationwide campaign to reflash 85% of 2013–2018 RAM 2500 and 3500 diesel trucks. Our team handled strategy, creative concepting, event logistics, and full content production.

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I led the visual direction and photography, capturing a mix of real RAM owners and cast talent in environments that felt grounded, honest, and unmistakably RAM. We wanted the work to reflect the people behind the wheel, gritty, capable, and no-nonsense. The resulting photo library fueled campaign assets across print, digital, email, and paid media, reaching one of the hardest to reach truck audiences out there.