Polaris: Dan Krauss has captured the power and grit of Polaris through a range of projects, from adrenaline-pumping RZR campaigns to an intimate, docu-style project featuring the world-class Wright family of rodeo athletes. Shot across Utah’s diverse landscapes—from desert dunes and rocky terrain to snowy mountains and working farms—these campaigns highlight the unrelenting spirit of both the machines and the people who rely on them. Working alongside Sweatpants Media and The Brand Amp, Krauss’s imagery merges extreme action, dirt, and dust with the tenacity of farmers and rodeo athletes driven to succeed.

Silhouetted rocky mountain peaks with dramatic clouds and mist.
Off-road vehicle climbing a steep hill in a rocky, mountainous desert landscape with dust trail.
Off-road vehicle driving on rocky terrain in a desert landscape, creating dust trails.
All-terrain vehicle driving in a rocky desert landscape with hills in the background.
Off-road vehicle driving on sand dunes, kicking up dust
Off-road vehicle driving up a sandy dune with dust clouds
Off-road vehicle driving through sandy desert terrain with rocky formations and scattered vegetation, under a partly cloudy sky.
Close-up of an off-road vehicle tire with rugged tread, featuring a green suspension coil and part of the vehicle's body in a natural outdoor setting.
Group of people camping in a forest with all-terrain vehicles and a campfire.
Person in the desert with an off-road vehicle and flag
Off-road vehicle kicking up sand in a desert setting during sunset.
Off-road vehicle driving on sand dunes at sunset, kicking up sand with an orange flag attached.
Off-road vehicle driving on sand dunes at sunset, kicking up dust.
Off-road vehicle driving on sand dunes, kicking up dust, with a red flag on a pole.
Three off-road vehicles with flags, parked on desert terrain with a hill in the background during sunset.
Two off-road vehicles parked on desert terrain at sunset, with LED light bars illuminated.
LED light bar on a vehicle at sunset with mountains in the background.
Group of people sitting around a campfire in a desert setting with two off-road vehicles at dusk.
Two Polaris RZR off-road vehicles with headlights on, parked on sandy terrain with a sunset backdrop.
Off-road vehicle driving on sand dunes at dusk with illuminated blue and red lights.
Off-road vehicle with headlights on at dusk in the desert.
Silhouetted farmers in cowboy hats loading hay onto a truck at dusk on a ranch, with mountains in the background.
Two individuals wearing cowboy hats near a pickup truck in a rural setting during dusk.
Two people wearing cowboy hats carrying a bale of hay out of a corrugated metal shed, with a utility vehicle labeled "Ranger Extreme Duty" in the foreground.
Person wearing a cowboy hat throwing a bale of hay.
A truck with headlights on is parked on a gravel surface near stacks of hay bales with mountain peaks in the background at dusk.
Close-up of a rugged vehicle tire with deep tread for off-road driving, partially covered in dirt or dust.
A person riding an ATV exits a dimly lit garage into bright sunlight, with dust billowing around. The open door reveals a clear sky and mountains outside.
Person wearing a cowboy hat and jacket handling buckets on a farm, with cattle in the pen behind.
A cowboy in a hat handling barbed wire next to a parked Polaris Ranger Extreme Duty utility vehicle in a rural, grassy landscape with a wooden fence and trees in the background.
Person fixing barbed wire on wooden post at sunset in rural field
Off-road vehicle next to person repairing fence in rural landscape at sunset