Calm, Cool and Connected
Thermo King
Refrigerated trucks must do more than keep cargo cool. They also must keep truck data connected with telematics, keep costs controlled by saving energy ... and above all, keep essential drivers comfortable by making their lives easier. Thermo King products deliver all these benefits, so I developed this campaign to communicate them in the hierarchy that its target audience understands — and with design cues that resonate. The all-important truck driver is elevated to the top of the creative, higher even than the crisp mountain air that he commands. A color palette of blues, grays, and white solidify the look with ice-cold stopping power.
Team:
Sr. Copywriter, Account Manager, Creative Director, and Myself
Sr. Copywriter, Account Manager, Creative Director, and Myself
My Role:
Designer, Art Director, and Photo Editor
Designer, Art Director, and Photo Editor
