Atlas Copco’s new mine truck MT65 carries 65 tons – 5 tons more than the previous generations. In a market where loading capacity is completely crucial Atlas Copco wanted to feature the immense impact of 5 tons. Turns out there is one moment when you can almost sense the impact of heavy weight – when it’s falling.
See how they but the whole thing together...
Filmed in a closed-off rock quarry in Bergslagen, Sweden.
Music Soundtrack by Christoffer Berg
CREATIVE CREDITS:
Brand: Atlas Copco
Ad Title: The Crushing Crescendo
Advertising Agency: Graviz, Stockholm, Sweden
Art Director: Oskar Skott
Copywriter: Ida Jagerfelt
Account Director: Rodrigo Pozo Graviz
Account Manager: Fia Sörensson
Production company: Folke Film
Directors: Maceo Frost, Filip Nilsson