Hummer AM General
During my tenure with Pyro we launched the Hummer brand, turning it from a piece of high-end farm equipment to a sexy, lusted-after pop culture icon. Branding efforts for the unstoppable beast moved its market footprint beyond it's initial cult following sparked celebrity endorsers like Arnold Schwarzenegger, to a vast following of city dwelling adventurers. The work lured the newly found audience with stats and stories of its unsurpassed off road prowess captured in emotional upper echelon imagery.