Mack, part of the global Volvo Group, is an iconic truck brand with a long and impressive 124-year history. It was the truck that helped build America. Mack needed to reposition its brand overall to shift perceptions and increase consideration and sales across more market segments.

By America’s Side conveys Mack Trucks’ steadfast support for and partnership with its customers. It reflects the brand's history and legacy of supporting the nation’s infrastructure and economy, fostering a sense of pride and loyalty among drivers and owners.

I was heavily involved with creative ideation and art directed the entire campaign, building each image out from a stock backplate with the addition of a 3D Mack bulldog render.