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Lucky 21 Champions Country Music Stars for RAM’s American Country Music Awards

Lucky 21, 5 months, 4 weeks ago

Director Tom Ryan creates memorabilia portraits for The Richards Group

Lucky 21 Champions Country Music Stars for RAM’s American Country Music Awards

Director Tom Ryan turns his eye to a culmination of compelling artifacts in portraits for RAM’s 'Memorabilia.' In honour of the American Country Music Awards, RAM’s commercial by The Richards Group pays tribute to the four nominees for Entertainer of the Year: Eric Church, Garth Brooks, Jason Aldean, Luke Bryan, and Miranda Lambert. Each of these superstars is uniquely American - which is to say, deeply individual and a product of their roots and place.

Working with the agency creatives, Tom arranged collectables and vintage details against backdrops selected to match each artist, from hewn wood to burnished steel. As the camera sweeps across the memorabiliascape - vistas of boots and tickets, picks and photographs - an intimate profile of each artist emerges. These authentic elements sourced from the musicians’ hometowns are a collage pastiche that echo lives lived on the road - and those long roads intently driven by RAM trucks.

Advertiser: RAM Trucks

Creative Agency

Creative Director: Rob Baker, Jimmy Bonner

Copywriter: Scott Spooner

Art Director: Natalia Fredericks

Creative Agency: The Richards Group

Producers: Paul Nelson, Andy Younker

Post Production / VFX

Post Production House: 3008

Production Company

Producer: Jay Breaux

Head of Production: Teresa Cameron

Production Company: Lucky 21

Executive Producer: John Gilliland

Director: Tom Ryan

Art Director : Jay Evers