Dallas/Santa Monica-based digital studio Reel FX puts the powerful features of RAM Commercial trucks to the test in a new :30, Blow, for RAM out of The Richards Group, Dallas, TX. The spot features the latest truck from RAM's commercial fleet smoothly hauling a hefty load of construction equipment up a winding road, or on a craggy precipice with ease.
Click HERE to see the spot.
To successfully illustrate the degree to which RAM commercial trucks defy gravity and physics to get the job done, extreme imagery was required. Reel FX was brought on board to create the desired picturesque-and intimidating-scenescape. In order to create the final composite for the expansive shot of the perilous mountain road, the team knit together original helicopter footage with 3D CGI elements created to match the rocky look of the environment as well as adding a photo-real CGI truck and trailer. To achieve this, they digitally camera tracked the original helicopter footage, which gave the team a realistic camera move, literally mimicking the path the helicopter took when the footage was shot. Next, the team created 3D geometry of the new road and surrounding cliffside and digitally mapped hand-made matte paintings onto the road and cliff geometry. The final, and most important, step was the digital compositing where the team seamlessly put all of the elements together.
Notes VFX Supervisor/Creative Director Kevin Althans, The pinnacle of this commercial shows a mighty RAM commercial-grade truck winding it's way up a treacherous mountain road, hauling construction supplies to a very remote homestead site. As is always the case in film and TV, no such vista existed with a perfect combination of elements. So, we took plate photography provided by directors, The Chartrans, of Lucky21 and augmented it with a new mountain road and a fully CG house on top of the cliff. The final composite gives up everything in one quick view: the truck, deep scenery, a treacherous road and an epic home under construction.
Blow opens on close-up shots of the daily grind of a construction site. After the heavy strike of a hammer on a fresh piece of lumber and a truck wheel kicking up fresh dirt, the shots open wider. We intercut between the construction site and a fully loaded white RAM making its way up a sloping mountain road. A voiceover begins, Some question physics. Some question gravity. And some even have the audacity to question improbability. We take a closer look at the truck's rugged features while supers for Best-in-class 30,000 lb towing and Best-in-class 850 lb-ft torque appear. As the truck nimbly arrives at the site, the voiceover concludes, These are some of the bold new RAM commercial trucks, built to blow your imagination. The spot closes on a muscular, animated RAM Commercial logo and final voiceover, Guts, glory, RAM.
About Reel FX
Reel FX is a fully integrated movie studio that develops and produces both animated films and live action movies. The studio also focuses on short form work including commercials, music videos and short films. The company's development slate includes Free Birds, The Book of Life (formerly Day of the Dead), and Beasts of Burden.
Reel FX launched its feature length development and production slate in 2010 after almost 20 years of experience as an award-winning one-stop studio for the creation of animated content including films, special attraction/live venue projects, commercials, and interactive projects for companies like DreamWorks Animation (Rise of the Guardians), Fox, Warner Bros. and Universal Studios.
Since starting the development and production of feature films, Reel FX has aligned itself with some of the most recognized and respected names and brands in the entertainment industry for its projects including Cirque Du Soleil: World's Away (Cirque Du Soleil, James Cameron, Andrew Adamson, Aron Warner), The Book of Life (Guillermo Del Toro, Jorge R. Gutierrez), Beasts of Burden (Dark Horse Comics, Andrew Adamson, Aron Warner) and Free Birds (Jimmy Hayward, Craig Mazin).
Credits:
Client: RAM
Title: Blow :30
Agency: The Richards Group, Dallas, TX
Agency Producer: Jaime Roderer
Production Company: Lucky21, Dallas, TX
Producer: Jessica Berry
Directors: The Chartrands
Post Production: Reel FX, Dallas, TX/Santa Monica, CA
Executive Creative Director: Dale Carman
General Manager: Keith McCabe
Senior Editor: Greg Sunmark
Sales Director: Fran Samaniego
Executive Producer: Gary Banks
Producer: Leigh Mergehenn
Production Manager: Molli Leggitt
Senior Editor: Greg Sunmark
VFX Supervisor: Kevin Althans, James Rowell
VFX Artists: Laychin Lee, Jason Cunningham
VFX Compositor: Chas Naylor
CG Artists: Branndon Fricks, Andrea Garcia
Audio Engineer: Frank Pittenger
###
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
When Canada qualified for the FIFA World Cup 2026, OneSoccer knew this wasn'...
04/07/2026
Celebrates company's 80th anniversary
Rhodes have recently revealed that they will be producing a limited run of electric pianos in celebration of their...
04/07/2026
Blackmagic Design Cameras Empower Youth Broadcasting Program
Brie Clayton July 3, 2026
0 Comments
Blackmagic Pocket Cinema Camera 6K Pro and Blackmagi...
04/07/2026
iZotope Joins Boris FX
Boris Yamnitsky July 3, 2026
0 Comments
iZotope, the team behind RX and Ozone, is joining Boris FX. A letter from founder Boris...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
03/07/2026
New bundle & three Single Packs
Continuing to expand their already sizeable orchestral collection, VSL's latest release introduces three new Single Pack...
03/07/2026
Venue installs new ATC-equipped control room
LSO St Luke's, a unique music venue that also serves as the home of the London Symphony Orchestra, have rec...
03/07/2026
Caden Pearson appointed new Commissioning Editor for NITV
3 July, 2026
Media releases
National Indigenous Television (NITV) has strengthened its commitment...
03/07/2026
1 February 2023
SHARE Facebook Twitter Linkedin Email
Munich, Germany, 1st February 2023: Cinegy GmbH, the premier provider of software technology for digit...
03/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/07/2026
Death Star
Andy Marken July 2, 2026
0 Comments
Look, I can't get involved. I've got work to do. It's not that I like the Empire; I hate i...
03/07/2026
Berklee's New Visual Identity: Honoring Our History, Building for What's...
03/07/2026
Scripps Research scientists awarded $2M to advance global disease surveillance Two Gates Foundation grants will expand wastewater surveillance and AI-driven dis...
03/07/2026
Joan Pulupa joins Scripps Research faculty to study the organization of DNA in brain cells and its links to neurodegeneration Using smell-sensing neurons and ad...
02/07/2026
Entering her senior year, this hometown girl is paving a career in live sports production gaining experience in replay and audio and as a TD
In the live-sports...
02/07/2026
In-venue and creative video staffers at the professional and collegiate level ha...
02/07/2026
BLAST, a competitive entertainment company focused on esports, has announced more than $133 million in revenue for 2025, representing more than 40% year-over-ye...
02/07/2026
Riedel Communications has announced official SKAARHOJ panel support for SimplyLive production workflows, enabled through the SimplyLive 2.1 release. The integra...
02/07/2026
The Fire Rescue Service of the Czech Republic has deployed LiveU video-over-bond...
02/07/2026
Gravity Media USA has announced the appointment of Brittney Boston as Head of Business Development, effective July 1, 2026. Based in Nashville, Tennessee, Bosto...
02/07/2026
TwelveLabs, a video intelligence company, has announced $100 million in Series B funding co-led by NEA and NAVER Ventures, with participation from Amazon, Radic...
02/07/2026
The Pro Padel League (PPL) has announced a broadcast partnership with USA Sports that will air five PPL championship matches on CNBC during the 2026 season, the...
02/07/2026
LiveLike, a digital fan engagement platform, has announced eight confirmed FIFA ...
02/07/2026
Cobalt Digital has received Future's Best of Show Award, presented by AV Technology at InfoComm 2026, for its blueCORE family of standalone signal processor...
02/07/2026
Synamedia has announced the appointment of Dr. Tzvi Gerstl as Chief Executive Officer. Paul Segre, who has served as CEO for the past six years, will transition...
02/07/2026
The Esports Foundation (EF) and Sony Group Corporation have announced an expanded collaboration for the Esports World Cup 2026 (EWC), taking place in Paris, Fra...
02/07/2026
Zee Entertainment Enterprises Ltd. ( Z') has announced exclusive broadcast and digital rights for the Bundesliga in India for five years, beginning with the...
02/07/2026
An effort uniting News, Sports, Local, and Telemundo, the 50+-camera live produc...
02/07/2026
Zoey Deutch, John Slattery, Ken Marino, Miles Gutierrez-Riley, and Ben Wang appe...
02/07/2026
Stammering, stuttering, strangulated tones
The Crow Hill Company's latest creation promises to be the most original sound set they've produced to d...
02/07/2026
A new era in unmixing and spectral editing
The latest version of Steinberg's spectral audio-editing software has just arrived, building on the strength...
02/07/2026
Aims to simplify additive synthesis
Sine Machine is the debut launch from Melatonin, a Vienna-based developer who have spent the past six years creating wha...
02/07/2026
Products to remain fully active & supported
Following the news of Native Instruments joining the inMusic brand line-up, Academy and Emmy Award-winning visua...
02/07/2026
What you missed!
Last weekend, Saturday 27 June 2026, saw the debut of Sound On Sounds new GearExpo UK event, the largest dedicated pro-audio event to take ...
02/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
02/07/2026
Following the successful launch of its inaugural APAC Mentoring Programme last month, the Rise AV APAC Regional Council will bring the conversation around mento...
02/07/2026
Blackmagic PYXIS 6K Used to Shoot Director Takahisa Zeze's Cry Out
Brie Clayton July 2, 2026
0 Comments
Highly mobile camera supports tense and de...
02/07/2026
Broadcast Solutions acquires BFE, expanding its lead in European broadcast, medi...
02/07/2026
Berklee Alum and Faculty Perform at Boston Public Library's 250th Anniversar...
02/07/2026
Broadcast Solutions GmbH, a leading systems integrator and provider of innovative solutions for the broadcast media industry, is acquiring BFE Studio und Medien...
02/07/2026
Cinegy GmbH, the premier provider of software-defined television technology, has extended the ingest facility at leading Brazilian sports company LiveMode, work...
02/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
02/07/2026
Standalone processors acknowledged for the innovation and value they bring to Pro AV
Cobalt Digital, a leading designer and manufacturer of signal processing ...
02/07/2026
Synamedia announced today the appointment of Dr Tzvi Gerstl as Chief Executive Officer. Paul Segre, who has served as CEO for the past six years, will transitio...
Dallas/Santa Monica-based digital studio Reel FX puts the powerful features of RAM Commercial trucks to the test in a new :30, Blow, for RAM out of The Richards Group, Dallas, TX. The spot features the latest truck from RAM's commercial fleet smoothly hauling a hefty load of construction equipment up a winding road, or on a craggy precipice with ease.
