Footage of Ram Color and Materials employee, La Shirl Turner, using a projector to present images and information about Detroit, Michigan. Superimposed text on screen says The Artisans, and underneath, La Shirl & Chris, Ram Color and Materials. Chris is facing the camera, providing background and context to the material design process. Scenes of product specs and vehicle trim are shown from the projector to illustrate the process. Close up shots of different leathers and synthetic materials are quickly cycled through before cutting to scenes of employees selecting materials for use. Footage continues showing employees holding up different product samples, focusing on details and product texture. Sound effects a projector changing slides, clicking on a computer, whooshing noises and ASMR of different products to illustrate the texture of the materials. Screen cuts to the RAM REVOLUTION logo with a line asking viewers to join us at ramrevolution.com.
SCRIPT:
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- I was born and raised in Michigan.
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(calm music)
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The Detroit Auto Show is what you did every year,
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seeing all these materials coming together,
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so I really got into cars at an early age.
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- Every surface that we design,
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we think about how people interact with it
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and what material it should be.
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- Our canvas is the vehicle.
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We're setting a tone of what that vehicle,
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that lifestyle, that mood is.
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For the Ram Revolution, we're really gonna create
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that future experience for our customer.
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We're not harming animals,
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we're not using 100% leather.
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You'll see a synthetic material
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that is made from apple leather.
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Sustainability is important for us.
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We offer our customers that choice.
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New materials, materials that have purpose,
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fabric or plastic that has hemp.
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Things that are inspired by textures from the earth
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such as pumice stones, refined rock,
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things that have a copper influence
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inspired from the history of Michigan itself.
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- We want to make sure the vehicle is one of those things
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that adds joy to your day.
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(calm music)