In 2005, Maxxis International made a push into the automotive off-road market, including the launch of a new radial-belted Trepador tire and a redesign of it’s popular Bighorn. Maxxis looked to us to provide an advertising campaign to them greater visibility and acceptance in a extremely competitive market. We coordinated photoshoots across the United States, working with teams sponsored by Maxxis to produce images that captured Maxxis tires in their element. I was lead photographer. Back in the studio, ads were designed that captured the intended experience of each tire: racing in the desert for the Bighorn, trail-riding with the Trepador Radial, etc. Ultimately, we produced a very successful campaign that greatly enhanced Maxxis’ image in the off-road industry, as evidence by numerous phone calls to Maxxis headquarters asking about the new tires (and where the photos had been shot!) as well as increased dealer sales across the country.