Baja Hurts Ad Concept

A high-concept visual campaign built to merge minimalism with the brutal reality of off-road racing.

Baja Hurts is a high-concept visual campaign built to merge minimalism with the brutal reality of off-road racing to showcase how strong Baja Designs lights are.

Inspired by Porsche’s iconic print advertising, the campaign strips away motion and excess, focusing instead on what’s left behind. The aftermath. The proof.

At the center of the series is a crushed Baja Designs OnX6+ LED light bar. The damage occurred during a real race crash in Baja, driven by Jason McNeil in his race truck in Baja. This is what failure looks like in the real world.

And the light still turned on.

Rather than showcasing products in ideal conditions, Baja Hurts documents what happens when everything goes wrong. Bent metal. Destroyed housings. Scarred optics. The kind of abuse only Baja delivers. The kind no spec sheet can explain.

The campaign reinforces Baja Designs’ core philosophy: overbuild everything. If a product survives Baja, it will survive anywhere.

No feature callouts.
No performance claims.
No explanation needed.

Baja Hurts exists to show what survives.