As part of their ‘DAF Around the World’ campaign, DAF was looking for a way to create a short profile piece on their most enthusiastic DAF Truck owner/driver. The brief was to put Australian trucking in front of a world audience, make it Australian, make it authentic, and illustrate the unique industry trucking is in Australia.

Introduce Dean Lucas, Australia’s most enthusiastic DAF truckie and dessert chef on the side. Inspired partly by a typical car commercial look, mixed with a ‘from the hip’ documentary style, captured all those finer character details and made this piece both authentic, and visually beautiful.


  • Director/DOP: Jono Cowan
  • Executive Producer: Jake Weatherson
  • Producer: Tim Car
  • Grip: Dean Lucas


  • Location scouting
  • Creative direction
  • Production
  • Edit
  • Colour Grade
  • Music & Sound Design