The brief
It’s a sea of sameness in the recreational vehicle industry.
Because these weren’t your typical RVs, Newmar needed to stand out. So, we created some not-so-typical catalogs.
The idea
Taking inspiration from the luxury automobile and the home decor worlds, the catalogs’ bold copy and dramatic photography gave Newmar’s luxury motorcoach line a glamorous appeal that turned heads and led to an agency-of-record relationship.
See the full King Aire catalog. Other catalogs in the series:
Essex
Mountain Aire
Dutch Star
Agency: Finelight
Copy: Amber Davis
Art Direction: Megan Boley
Creative Direction: Anne Goetz
Photography: Rick Phillips