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Creative Concept
 

The artworks developed for Freightliner / Vans are rooted in photography as a narrative foundation, treating the vehicle not merely as a product, but as the protagonist of the scene. Each image was crafted to express strength, precision and reliability — core values of the brand — through solid framing and carefully controlled compositions.
 

The compositing process played a key role in amplifying the visual impact of the photography, strategically combining environments, depth and light to build scenes that convey movement, presence and performance in real working contexts.
In the final stage, Photoshop was used to refine the visual narrative, with precise color grading, contrast control and detailed retouching to ensure visual consistency and clarity. The result is a set of images that balance realism and visual construction, reinforcing Freightliner’s positioning as a brand built for those who depend on their vehicles to go further.

 

Agency : Mower - London