is an American commercial EV company developing purpose built vehicle platforms for fleets and real world work. Their HC Series Cab is a medium duty low cab forward truck built on Harbinger’s electric chassis and designed for commercial applications that need maneuverability, payload capacity and everyday reliability.

For the launch of the new Harbinger Low Cab Forward truck, McCarthy Design needed campaign imagery before the vehicle existed as a final physical production model.

McCarthy

was leading a wider brand refresh for Harbinger and had a strong visual ambition for how the vehicle should feel: capable, engineered and contemporary, but also grounded in daily commercial use. Not a futuristic concept vehicle, but a real work truck moving through ports, airports, cities and distribution environments with a clean, confident American industrial tone.

Odd Global

joined the process from a solid briefing from McCarthy Design, using the digital prototype references and creative direction as the foundation for a focused AI exploration. The goal was not just to create polished images of a truck. It was to build a visual world around it, with control over environment, lighting, camera angle, motion language and brand consistency so the agency had a broad set of campaign ready directions to choose from.

We developed a series of photorealistic outdoor vehicle performance stills, placing the Low Cab Forward truck into real world commercial scenarios with the presence and control normally associated with an automotive shoot. The selected images were then enhanced, upscaled and retouched, refining the vehicle, environments and final image quality for campaign use.

Beyond the hero truck imagery, we also produced studio style visuals of the wider Harbinger vehicle range and truck configurations, along with teaser pieces for the launch of the HC Series Cab. The result was a flexible image library that could support the brand across multiple touchpoints, from launch assets to product storytelling.

Using AI

in this context created a more efficient and versatile production pathway. It allowed McCarthy and Harbinger to explore environments, angles and visual directions before committing to final selections, then develop a cohesive campaign image system around a vehicle that was still moving from prototype to market.

Credits
Client: Harbinger Motors
Marketing Manager: Dmitry Suvorov
Design Studio: McCarthy Design
Creative Directors: Matt Kitto, Richard Burson
AI Production: ODD Global
AI Artist: Arthur Machado