It was the Super Bowl. That was the brief.

Instead of chest-pounding like every other truck brand, we told a quieter story. A message from a father to his daughter about the kind of future we’re responsible for leaving behind.

The film, part of Ram’s Big Day Blitz, cut through because it didn’t sound like everything else. It proved Ram stood for more. And cinematographer Emmanuel “Chivo” Lubezki wanted to be part of it. A hell of a compliment.