Mack Trucks
Mack Trucks
Featured Projects
Mack: By America’s Side
2024
Driven by Heroes
2024-2025
The Mack Hotel
2025
Mack: By America’s Side
Over 125 years, Mack became one of America’s leading truck brands, with its iconic bulldog hood ornament becoming a symbol of the brand. But as competition intensified and market share declined, Mack needed to reignite pride and re-establish its place as America’s greatest truck brand. The idea was simple: bring Mack back.
The Cannes Lions Shortlisted “By America’s Side” campaign broke away from category conventions, placing photorealistic 3D Mack bulldogs alongside iconic American landmarks, from the Hoover Dam to the Empire State Building, that Mack trucks and their drivers helped build.
I was heavily involved in the creative ideation and art direction, with each image combining a stock backplate and a carefully positioned 3D bulldog render. The result was a simple, iconic and adaptable campaign that celebrated Mack’s role in American progress and the people who powered it, turning the bulldog into a symbol of shared pride that carried through to the brand’s 125th anniversary.
The campaign exceeded every objective, delivering 34% higher engagement with a 59% lower paid media budget, a 26% increase in heavy-duty truck orders and a 264,000+ order waitlist by Q4 2024. Brand consideration rose by 65%, while Mack achieved its largest market share gain in over 20 years. Its success has since inspired organic adoption across Canada, Colombia, Australia and Mexico, while earning a permanent place in the Mack Trucks Historical Museum as the first campaign to receive the honour.
Creative B2B Cannes Lions - Shortlist
ARF David Ogilvy Awards - Silver
The Drum Awards B2B - Shortlist
Driven by Heroes
With the “By America’s side” brand campaign having massively lifted perceptions and renewed brand engagement, we created the “Driven by Heroes” campaign to launch the all-new Mack Pioneer truck— elevating real drivers as the heroes they are (in fact, 25% of drivers are military service veterans).
The Mack Hotel
The Mack Hotel started as an idea to put the new Mack Pioneer on Airbnb in amazing locations, complete with a luxury bathroom trailer. This experience would create content that celebrates its comfort and pioneering nature.
6 months later, some careful planning and several trucking influencers later, The Mack Hotel parked up outside Kenly 95, one of the biggest truck stops in America, for its luxurious stay.
