InternationalPhotography and film

Capturing the road ahead

The importance of photography and film as a tool for rich storytelling can never be understated, but in the case of International, it is perhaps more so than ever.

With the brand returning to its rightful position at the heart of the group, International stands for more than just trucks. Articulating the sheer scale of what that means is essential and imagery one of brand’s most powerful tools to do it.

Building an image library from scratch, we turned our cameras on the people, places and products powering the brand’s pursuit of sustainable mobility. Our focus took us across North America, from International’s advanced production facilities to the rich landscapes in which its vehicles operate. The result was a dramatic backdrop to the visual identity, and an opportunity to experience the Language of the Road firsthand.

They say, if you really want to get to know someone — travel with them.

From expansive deserts to remote mountain passes, our roadtrip through the western U.S. brought the skills, passion and personality of drivers to the forefront, allowing us to capture imagery that felt raw, authentic and human.

Our search for a photographer who could “see beyond the trucks” to capture the humanity behind them is what led us to Mark Mahaney.

His background shooting portraits for some of the world’s most iconic publications mixed with his editorial ability to tell compelling stories made him the perfect match for International.

Building a sense of scale, we paired sweeping aerial photography with detailed close-ups. Epic drone shots captured the dynamic and demanding range of environments faced by International trucks, while candid moments and portraiture captured the heart and spirit of the drivers.

Having witnessed the trucks come to life on the road, we traveled to International’s core production facilities in the United States and Mexico to capture firsthand the talent, technology and culture that make them possible. From bustling assembly lines to individual roles and responsibilities, every frame radiated pride and passion.

Photography: Mark Mahaney
DoP: Anton Olin and Christopher Ewers

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