This was the first print ad the Killer truck Co ran and was the first marketing they did for the brand. The focus was to be purely on the product (truck), and introduce people to the brand. In doing so I chose to shoot the truck on a dark background using lighting to punch it out of the page. I also decided to go big on the logo placement so as to drive it home amongst people who saw the ad. Feedback on the ad was great, and even the magazine editor presumed that Killer was a big well established international brand when we submitted the ad.