The Ask: RAM is evolving. They are moving away from "Guts and Glory" and gas-guzzling engines to pursue the most revolutionary EV pickups to date. The challenge was to tease the future while honoring the real and rugged history that built the brand.

The Idea: After a harvest, farmers often burn leftover crops and residue to prepare the soil for the following season. Taking inspiration from the iconic “God Made a Farmer” spot, we told a different side of that story—one of progress, renewal, and the necessity of fire to create growth.

The Work: An anthem spot made by people who obsess over progression, for people who push for more. It’s a tribute to those who aren't afraid of the future, even if it means bringing a torch to everything they’ve grown to make room for what’s next.