In the heavy truck industry, the yearly calendar is a huge part of the marketing mix. Traditionally a collection of polished trucks photographed sitting still, this didn't fit with the new Western Star brand. The goal was to celebrate the hard work of the trucks and drivers, putting them in the tough locations where they perform. The illustrative approach was chosen to reflect the history of the brand, as well as the fact that navigating the terrain to shoot these trucks where they work is no small logistical challenge.
