Split Rock Trucking
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.
Split Rock Supply Chain Solutions is an over-the-road trucking company based in West Michigan. Craig Watson and his team focused on two main objectives. The first was to communicate to a younger generation the amazing driving experiences offered by Split Rock in an aging trucking industry. The second objective was to compile a library of new images and short videos that communicate the complete logistic capabilities of the Split Rock brand, and to capture the trucking lifestyle from the perspective of the driver’s seat in an accurate and compelling way.
To accomplish this, Craig Watson teamed up with a design firm from West Michigan. Since a main part of Split Rock’s business is transporting fruits and vegetables from the West Coast to Michigan, they shot in Michigan for two days before traveling to California for four days. Craig and his crew navigated through the challenges of shooting within the city limits of Los Angeles. They worked closely with the agency to coordinate trucks, drivers, location, timing, and positioning, for photo, video, and drones. Because quality of light is a priority for Craig Watson, he specifically matched lighting conditions for each location throughout the production.
Craig Watson and his team were able to successfully and efficiently deliver a library of images and video that communicated the logistical capabilities of the client, while captivating the target generation.
Challenge
Split Rock Trucking faced many challenges, from reaching a younger generation to approaching their audience with an exciting look into the lifestyle of long-haul trucking. Craig Watson and his team were hired to help fully develop a library of images and video to help entice the Split Rock Trucking audience and attract the next generation of over-the-road truckers.
Value
Craig Watson and his team supplied a full library of images and video that showed the real life experiences with in-the-seat perspectives as well as beautiful overview images to portray the true excitement and emotion that working with Split Rock Trucking conveys.
