New, but why keep it that way?

To our target audience, there’s something unsettling about seeing a pristine pick-up truck around town, especially if it never gets beyond the school run. Then again, many pick-ups look the business – but they can’t always be the business.


The Ford Ranger is extremely capable and the purpose of this site was to demonstrate its authenticity. We encapsulated this in the thought of ‘New. But better used.’ Hotpots became mud splats that not only revealed content, but when moused over, changed the Ranger to its natural state: mud-spattered, used and abused.
 

The site's still up and running. You can go play here.