A Volcanic Reveal for the Ram 2500 Power Wagon Truck

The unique qualities of the Ram 2500 Power Wagon were the inspiration for VIVA’s production at the North American International Auto Show at Cobo Center in Detroit, MI. The environmental design and screen content were inspired by the “go nearly anywhere without leaving air-conditioned, leather-lined comfort” story of the vehicle.

In a mountainous volcanic atmosphere on screen - lighting, haze, music, and sound effect supported the illusion of an active volcanic eruption. Screen content showed rivers of lava and fire flowing across the expanse of the stage.

In a surprise WOW moment, the screens themselves separated, with one moving upstage as headlights pierced the smoky abyss. As the screens continued to separate, the Ram 2500 Power Wagon truck drove through the volcanic apocalypse and onto the stage turntable—demonstrating that this vehicle can literally “go anywhere.”