The pioneering independent creative studio LOS YORK collaborated with the Young & Laramore agency on an epic campaign for the new Cummins X15 industrial diesel engine. The centerpiece of this initiative is a hero :30 spot highlighting performance details with sumptuous close-ups of the new Cummins engine. These images are accompanied by a custom-built long-haul truck powered by Cummins rolling down a highway framed by a stunning Western sunrise, – all created entirely in photo-real CG. On the soundtrack we hear CB radio chatter about the high cost of operating over-the-road trucks. The B2B campaign introduces Cummins’ tagline “Forever Rising” and targets fleet truck owners and managers.
Cummins is a global technology company that manufactures industrial application diesel and gas engines for a large range of applications, from long-haul trucks to heavy construction equipment. The 2027 X15 engine platform is a state-of-the-art solution that boasts up to 4% better fuel efficiency than the 2024 x15 and delivers up to 605 horsepower and 2,050 lb-ft of torque while meeting stringent emissions regulations.
“This was a classic LOS YORK job,” said Tita Poe, Executive Producer at LOS YORK. “The client came to us with scripts that included CG coverage of the engine and a live long-haul truck on the open road, but to physically shoot the highway scenes was costly and logistically difficult. So we proposed to combine them into an all photo-real project, which is our sweet spot. We created all the details not just of the engine specs, but also the full environment. We broke it down for them, showed them how CG works to get them comfortable with the idea. Our team came up with an unexpected solution that they didn’t realize was possible. It was a really exciting process. ”
“Working in CGI gave us total control of the design and vision of the campaign,” said LOS YORK’s Creative Director, Motion Cian McKenna. “All the images were major photo-real and elevated motion design builds, fully executed in 3D. We created the engine based on complex CAD data provided by the client. The custom-built truck contains subtle automotive design references to a wide range of different manufacturers. We timed out the highway run, recreating a two-mile stretch of road. The sky starts out moody and as the morning sun breaks, it clears, symbolic of the fuel efficiency and clean air associated with the EPA compliant standards of the X15. Being able to do all this in CG made the process, like the engines themselves, incredibly efficient and beautiful to look at.”
McKenna’s work, which is defined by precision, simplicity, beautiful composition and elegance, has been featured in Motionographer, Stash Magazine and other prominent design publications and featured in brand campaigns for Logitech, Google, Irish Distillers and Hublot watches, among others. His design, animation and typography work on the main title sequence of the second season of the popular HBO series White Lotus was nominated for an Emmy®.
In addition to the X15 campaign’s hero spot and cutdowns, LOS YORK has produced an out-of-home billboard component featuring over-the-road trucks in various regional environments, including a Kansas wheatfield, Appalachian mountains and a New Mexico horizon. The studio also created graphics for the brand’s website and presentation materials for trade shows.
