2024
Mack Trucks
Reclaimed Mack’s iconic status by reconnecting its audience to the beloved brand icon itself — the bulldog.
Art-direction
Image Retouching
Know More
Mack Trucks wanted to reignite its brand in a competitive market. While the bulldog emblem remained iconic, the brand needed fresh energy to reconnect with audiences. The "By America’s Side" campaign repositioned Mack as America’s best friend, celebrating its heritage and role in building the nation.
Problem
Problem
Mack faced declining market share as competitors crowded the truck market with functional messaging.
Although customers still respected the bulldog as a symbol of strength and reliability, the brand lacked relevance and emotional connection. The challenge was to restore Mack’s stature, elevate it above the noise of commodity-driven competitors, and remind audiences why it has been trusted for generations.
Solution
Solution
I worked closely with our Creative Director during the pitch phase, producing visuals that helped secure Mack as a client.
Once on board, I collaborated with a team of art directors to bring the campaign to life. Using a 3D render of the bulldog, I photoshopped it into iconic American locations such as the Hoover Dam and a traffic cone bulldog placed in the bustle of mid-town New York, creating striking imagery that celebrated Mack’s heritage and presence. The campaign positioned the bulldog as a loyal companion, symbolising Mack’s role as “America’s best friend”.
Beyond image creation, I also developed a detailed playbook to guide third-party agencies on how to execute the campaign consistently across channels. This ensured the bulldog could be seamlessly adapted into new contexts, from banners and social ads to large-scale out-of-home placements. The campaign was initially launched in the United States, before being rolled out to South America and Australia due to its success.
Concept
Concept
"By America’s Side" became Mack’s highest-performing campaign to date.
Its bold imagery resonated with audiences by celebrating both everyday grit and iconic heritage. The campaign was activated across digital, TV, print, and influencer-led experiences, driving significant engagement and restoring emotional connection to the Mack brand. It was recognised at major industry awards, including a shortlist at Cannes Lions 2025, and the visuals were later exhibited in the Mack Heritage Museum as a symbol of the brand’s reinvigoration.
More Works
More Works
2024
Mack Trucks
Reclaimed Mack’s iconic status by reconnecting its audience to the beloved brand icon itself — the bulldog.
Art-direction
Image Retouching
Know More
Mack Trucks wanted to reignite its brand in a competitive market. While the bulldog emblem remained iconic, the brand needed fresh energy to reconnect with audiences. The "By America’s Side" campaign repositioned Mack as America’s best friend, celebrating its heritage and role in building the nation.
Problem
Mack faced declining market share as competitors crowded the truck market with functional messaging.
Although customers still respected the bulldog as a symbol of strength and reliability, the brand lacked relevance and emotional connection. The challenge was to restore Mack’s stature, elevate it above the noise of commodity-driven competitors, and remind audiences why it has been trusted for generations.
Solution
I worked closely with our Creative Director during the pitch phase, producing visuals that helped secure Mack as a client.
Once on board, I collaborated with a team of art directors to bring the campaign to life. Using a 3D render of the bulldog, I photoshopped it into iconic American locations such as the Hoover Dam and a traffic cone bulldog placed in the bustle of mid-town New York, creating striking imagery that celebrated Mack’s heritage and presence. The campaign positioned the bulldog as a loyal companion, symbolising Mack’s role as “America’s best friend”.
Beyond image creation, I also developed a detailed playbook to guide third-party agencies on how to execute the campaign consistently across channels. This ensured the bulldog could be seamlessly adapted into new contexts, from banners and social ads to large-scale out-of-home placements. The campaign was initially launched in the United States, before being rolled out to South America and Australia due to its success.
Concept
"By America’s Side" became Mack’s highest-performing campaign to date.
Its bold imagery resonated with audiences by celebrating both everyday grit and iconic heritage. The campaign was activated across digital, TV, print, and influencer-led experiences, driving significant engagement and restoring emotional connection to the Mack brand. It was recognised at major industry awards, including a shortlist at Cannes Lions 2025, and the visuals were later exhibited in the Mack Heritage Museum as a symbol of the brand’s reinvigoration.
More Works
2024
Mack Trucks
Reclaimed Mack’s iconic status by reconnecting its audience to the beloved brand icon itself — the bulldog.
Art-direction
Image Retouching
Know More
Mack Trucks wanted to reignite its brand in a competitive market. While the bulldog emblem remained iconic, the brand needed fresh energy to reconnect with audiences. The "By America’s Side" campaign repositioned Mack as America’s best friend, celebrating its heritage and role in building the nation.
Problem
Mack faced declining market share as competitors crowded the truck market with functional messaging.
Although customers still respected the bulldog as a symbol of strength and reliability, the brand lacked relevance and emotional connection. The challenge was to restore Mack’s stature, elevate it above the noise of commodity-driven competitors, and remind audiences why it has been trusted for generations.
Solution
I worked closely with our Creative Director during the pitch phase, producing visuals that helped secure Mack as a client.
Once on board, I collaborated with a team of art directors to bring the campaign to life. Using a 3D render of the bulldog, I photoshopped it into iconic American locations such as the Hoover Dam and a traffic cone bulldog placed in the bustle of mid-town New York, creating striking imagery that celebrated Mack’s heritage and presence. The campaign positioned the bulldog as a loyal companion, symbolising Mack’s role as “America’s best friend”.
Beyond image creation, I also developed a detailed playbook to guide third-party agencies on how to execute the campaign consistently across channels. This ensured the bulldog could be seamlessly adapted into new contexts, from banners and social ads to large-scale out-of-home placements. The campaign was initially launched in the United States, before being rolled out to South America and Australia due to its success.
Concept
"By America’s Side" became Mack’s highest-performing campaign to date.
Its bold imagery resonated with audiences by celebrating both everyday grit and iconic heritage. The campaign was activated across digital, TV, print, and influencer-led experiences, driving significant engagement and restoring emotional connection to the Mack brand. It was recognised at major industry awards, including a shortlist at Cannes Lions 2025, and the visuals were later exhibited in the Mack Heritage Museum as a symbol of the brand’s reinvigoration.
More Works