May 10, 2011
Chrysler is revamping their Dodge brand with a new ad campaign, “Never Neutral.” The campaign is aimed at people who simply enjoy driving cars and aren’t worried about brand reputations. Serial Cut collaborated with Ars Thanea to create imagery of the new 2011 Dodge Durango to launch the campaign.
Serial Cut used CGI to create several slick black on black images of the Durango. Chrysler wanted strong and graphic images that played to the toughness in Dodge cars. The images are of the car at different angles to show off the refined exterior. Serial Cut considered adding black smoke in the background or playing with different textures around the car. In the end, they opted to keep it simple and focus the attention on the car.
See Serial Cut’s full portfolio here.
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