Challenge
Lifted Trucks needed to break through a crowded aftermarket scene. They wanted more than specs and features—they needed a story that felt real and lasting.
Initiative
We teamed Lifted Trucks with Kevin Costner to build a campaign around authenticity and adventure. The campaign was driven by Kevin Costner’s presence as the voice and face of the brand.
We executed shoots at an Arizona ranch to capture true off-road life and at the Arizona Diamondbacks Stadium to tap into community energy.
The narrative was cinematic, balancing lifestyle moments with truck performance.
We created tailored assets for social, web, and broadcast to meet each platform’s needs.
Context
Lifted Trucks faced strong competition from brands selling similar upgrades. Research showed their customers value grit, freedom, and real moments more than technical specs. Group A Systems managed the entire production—from scripting and location scouting to directing the shoots and final edits. By choosing two distinct locations, we united the adventure side of the customer’s world with their everyday driving life.
Impact
The campaign transformed Lifted Trucks’ image from a pure performance-upgrade provider to a brand rooted in adventure, lifestyle, and legacy. Audiences reacted strongly to the authentic storytelling, praising the mix of humor and rugged appeal. Kevin Costner himself noted, “You found the humor. You found the color. Not many people get that right with me.” As a result, Lifted Trucks deepened its relationship with core buyers and attracted new, lifestyle-driven customers..
