This new safari-rifle maker in Burleson, Texas has set out to make the finest dangerous-game hunting rifles in the world. The task for San Marco-based ClearHead Creative was to portray the distinct personality of DRC Firearms. The campaign leverages strong, Texas bravado in both the look and tone of the ads and positions the rifles as something more than collector’s items (these ain’t Red Ryder BB guns). Although worthy of display, the guns themselves were never intended solely to gleam behind a gun safe; they were meant to walk in the valley of the shadow of death, to be snorted at by wild beast—and to snort back. So, that’s what the ads convey.
// From our friends at Communication Arts