READING
TRUCK

DRIVING IMAGERY THAT GOES THE DISTANCE.

Reading Truck is a leading manufacturer and distributor of work truck bodies, with outstanding craftsmanship for more than 65 years. With their iconic “READING” tailgate, there is a good chance you pass 10 or more of their truck bodies out in the wild every day.

We were tasked with capturing product and lifestyle imagery of some of their new bodies. Straightforward, clean and detailed was the name of the game with these assets, and we delivered something as solid as the products themselves.

SCOPE OF SERVICES
•Photography
•Video Production

TIME SPENT ON PROJECT
•Ongoing

THE STRATEGY

Large-scale product shots are much more than images: The brand and its authenticity are reflected in the final shots. Making sure the images properly show every little detail in an honest and informative way is vital. If images are proven to be misleading, the brand’s reputation is at stake.

We meticulously went over every inch to make sure the final images reflected who Reading Truck is and who their products are for. For the lifestyle imagery, we opted for an unapologetically authentic and gritty look, using real owners of their products.

PLANNING
We worked carefully with LM&N to make sure we knew what needed to be shown on each truck, how it needed to be highlighted and captured for brand consistency on the site, and what areas legally needed to be (or not be) shown.

LOCATION
2 sound stages between Allentown and Lancaster were selected specifically to house the vehicles, hosting large cyc walls for proper editing.

IMAGE STYLE
The images were captured in high-res full-frame digital format, with clean bracketed and layered imagery that involved multiple shots in order to create one final image. This labor-intensive process allowed for fine-tuning the look after the shoot, providing the most options possible.