SHELL ROTELLA SuperRigs Event

The SHELL ROTELLA SuperRigs event has been taking place for more than 30 years. I am proud to have led the conceptual planning, creative and calendar photography for several of its most successful years.

SITUATION 

Shell Rotella is the #1 diesel engine oil in North America. Since 1992, it has conducted a unique annual beauty show for working trucks – The SuperRigs event – for its core over-the-road trucker audience.

The multi-day event takes place in different locations throughout the U.S. each year. Trucks are judged in various categories. 12 lucky winners are also photographed for a calendar in 12

CHALLENGE

Reward and drive long-term brand affinity with Shell Rotella's core over the road trucker audience.

SOLUTION

SuperRigs is a long-running truck show known for its tribute to working trucks, its camaraderie, and its calendar, which Shell has been producing since 1984.

The multi-day event is a family experience complete with judging of trucks, a truck parade in town, light shows, fireworks, ent

PROGRAM DETAILS

Live Event 

• Multi-day event includes truck judging, truck parade, light show, fireworks, activities, entertainment, rewards and award ceremony 
• Creative execution includes design of stages, banners, signage, displays, and the Rotella Roadhouse pod
• Additional activation includes streaming and content creation 

PROGRAM DETAILS

Calendar Shoot

• 12 trucks are chosen to be shot for the calendar
• The shoot takes place over 5-6 days at 12 different locations that have been pre-scouted within an hour drive of the event
• I selected the photographer and location manager, developed the budget, led the location scouting, managed the securing of all locations, directed the photo shoot and video production for testimonial v

PROGRAM DETAILS

Virtual Garage

• I led the development of this virtual space to extend reach beyond the live event
• Included clickable hot spots for a variety of content and links, including:
  • Streaming content from the live event, People's Choice Award voting, virtual Starship tour, rewards program registration, product information, branded premium store, influencer posters and a 40 Years of SuperRigs vi
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