Courage Is Already Inside

RAM Trucks is running “Courage Is Already Inside”, an inspirational commercial for RAM Trucks, designed to explore the intense and beautiful struggles related to facing fears and achieving personal triumphs. Women are shown preparing to surf a huge wave, climb a mountain, take the stage, perform in a ballet and so on. Film editor Nick Lofting talks about the thinking behind his work: “We all agreed that we didn’t want the audience to know exactly where the narrative was going, so the edit was deliberately ambiguous and slightly off-kilter. This added tension and a little roughness to the exquisitely beautiful footage.” Have you ever thought you just didn’t have anything left in the tank? Well — you do. ‎#GutsGloryRam‬

Courage is already inside


The RAM Trucks Courage Is Already Inside commercial was developed at The Richards Group by copywriter Rob Baker, art director Jimmy Boner and producer Jaime Roderer.

Filming was shot by director Jaci Judelson via Tool of North America.

Editor was Nick Lofting at Lucky Post with assistant editor John Valle, executive director Jessica Berry and finishing artist Tim Nagle.

Colorist was Tom Poole at Company 3.

Voice over recording and sound mixing was done by Matt Cimino at 3008.