RAM Rampage 2023 CGI Campaign by ÍCON
POWER THAT BECOMES A STORY
Created for the launch of the RAM Rampage 2023, this campaign required a fully CGI visual ecosystem capable of representing two distinct personalities of the model: one rooted in an urban environment and the other shaped by rural, off-road terrain. Each visual was crafted to convey the strength, modernity, and commanding presence that define the new generation of RAM’s pickup, establishing a visual standard aligned with the brand’s identity.
A DUALITY OF TERRITORIES
Built entirely in CGI, the campaign constructed two contrasting yet complementary worlds. The urban version embraced a more sophisticated approach, guided by artificial lighting, architectural geometry, and contemporary textures; while the rural version explored open landscapes, rugged terrain, and natural elements that highlight the Rampage’s durability. This visual duality allowed the model to be showcased in its full versatility.
A TRUCK THAT DOMINATES ANY SETTING
Every scene was designed to highlight how the Rampage adapts seamlessly to both the demands of the city and the challenges of the countryside. In urban frames, attention was drawn to sharp lines, premium finishes, and the confident stance of the vehicle under city lights and reflections. In rural environments, the compositions emphasized traction, suspension, terrain response, and the vehicle’s capability under extreme conditions—reinforcing its adventurous identity.
CGI AS A COMPLETE CREATIVE ENGINE
The 100% CGI production enabled absolute control over every variable—terrain, materials, atmosphere, particles, lighting, and movement. From dust dispersion in off-road sequences to metallic reflections cast by glass buildings in the city, every element was crafted to deliver intentional realism and a visual narrative that speaks directly to RAM’s audience.
URBAN FRAMES WITH MODERN ENERGY
In the urban version, lighting played a central narrative role. Strong contrasts, intense reflections, and controlled color palettes emphasized a sense of contained power and sophisticated presence. Compositions highlighted headlights, hood design, wheel architecture, and metal surfaces interacting with the city environment, building an aesthetic that merges strength with precision.
RURAL FRAMES WITH PURE AUTHENTICITY
For the rural version, authenticity guided the visual construction. Soil textures, vegetation, atmospheric dust, and natural light were calibrated to feel truthful and immersive. The Rampage appears integrated into the landscape, conquering slopes, cutting through terrain, and asserting its off-road capability. CGI allowed for perfect environmental and weather conditions, amplifying the sense of adventure.
A SYNC BETWEEN DESIGN AND PERFORMANCE
Both versions were developed with a focus on clear product readability: volumes, surfaces, mechanical performance, and visual identity. Every plane, shadow, and reflection was strategically crafted to position the Rampage as the absolute protagonist—whether surrounded by skyscrapers or by mountains and dirt roads.
MORE THAN IMAGERY — A COMPLETE VISUAL STRATEGY
The result is a campaign that expands the reach of the RAM Rampage 2023, reinforcing technology, strength, lifestyle, and versatility. More than CGI visuals, it delivers a strategic visual tool designed to support RAM’s communication across multiple territories, positioning the Rampage as a standout in both urban and off-road environments.
