Mahindra Roxor

Craig Watson’s talent as a photographer, understanding of the client’s market, and his desire for authenticity are why clients trust him and his team.

Mahindra ROXOR Off Road is a rugged off-road vehicle built to get the job done. Craig Watson focused on two main objectives. The first was to communicate the unparalleled robust versatility offered by the ROXOR in a saturated off-road market. The second objective was to compile a library of new images that communicate the complete strength and capabilities. He captured the one-of-a-kind style of the Mahindra ROXOR brand of the hard-working, off-road lifestyle from the perspective of the driver's seat in an accurate and compelling way.

To accomplish this, Craig Watson teamed up with a production company from Michigan. Since Mahindra ROXOR's message appeals primarily to the rugged outdoor market, they shot in Michigan for several days before traveling to Quebec, Canada. Craig navigated through the challenges of shooting within the rugged landscape limits of the countryside. He worked closely with the production company to coordinate vehicles, drivers, location, timing, and positioning. Because quality of light is a priority for Craig, he specifically matched lighting conditions for each location throughout the production while adding artificial lighting when necessary.