It was the Super Bowl. That was the brief. But in a category where every big, tough truck did the same big, tough truck things, it was all starting to look and sound the same.

Instead of chest-pounding bravado, we delivered a quiet, meaningful message. From a real girl dad who also happens to be an Avenger, to his daughter. One that reinforced Ram’s deeper belief: making the next generation better.

The message cut through. Conversation carried well beyond game day. And cinematographer Emmanuel “Chivo” Lubezki wanted to be part of it. A hell of a compliment.

Part of Ram’s Super Bowl Big Day Blitz