Ford’s recently refreshed car lineup represented a big improvement in style, quality and technology since the last time most people had considered purchasing one. We had to get our cars noticed in a way that would challenge old perceptions while increasing favorable opinion and consideration for the brand. So how'd we do? Collectively, favorable opinion of Ford cars increased 19 percentage points, and 44% of car intenders were more likely to consider a Ford car after being exposed to the campaign.
CD and co-AD on project
The 2015 Ford Focus was packed with more. More style, more tech, more performance, more everything. No matter who you were, it had something to love. In this web video series, a cast of memorable customers – all played by Kate McKinnon – visited a Ford dealership. There she interacted with a salesman who did his best to stay professional while her oddball characters discovered which Focus was right for them.
CD on project
This print and outdoor campaign for the magic and comedy (if you find bunnies being tossed into wood chippers funny) duo perfectly captured their anarchistic voice. And in the process helped them sell out performances at the Rio Hotel in Las Vegas.
Co-CD and AD on project
After a 40 year absence, the iconic American brand needed to reintroduce itself to riders. Leveraging its heritage reassured Indian's long-time followers that the brand was indeed back. Leveraging its mystique enticed a whole new generation of enthusiasts.
Co-CD and AD on project
Ford’s brand promise is “Go Further.” If “Further” is the aspiration, “Go” is the engine. "Go" takes you places. And it can be expressed in many ways: “Let’s go!” is upbeat, “Please go” not so much. “I gotta go” from a six-year-old means one thing, from an adult who’s running late for a meeting, something else. In these spots, drivers and passengers use different iterations of “Go” as we demonstrate how the technology in the Fusion helps them all go further.
CD on project
The Ford Ka is an entry level compact designed for first-time buyers in emerging markets around the world. In these regions, a car does more than just get owners from A to B – it allows them to pursue new opportunities, expand their horizons, and shape their life’s journey. The Ka may be small, but it's got a big story to tell.
CD on project
These are spots number 6,327 and 6,328 in a long-running and very successful campaign. Thanks to everyone involved for letting me participate in the fun.
AD on project
A high-flying technology company comes down to earth after the dot-com implosion. These spots helped reposition Sun as the go-to brand for networking solutions in the aftermath. The message: the opportunities are out there, but you need the right tools to exploit them.
Co-CD and co-AD on project
The Vote Solar Initiative is a national organization that promotes solar energy investment. This work was designed as a resource for solar activists campaigning throughout the country.
Co-CD and AD on project
The Ford Fusion Hybrid gets nearly double the gas mileage of the average sedan. To drive home that point, we created a 30-second commercial that made the claim. Then immediately followed it with a second spot that was twice as long and matched the first one scene for scene, but with double the production value. And we ran it on the Super Bowl. Two out of three people who saw the ad increased their favorable opinion of Ford. More than 50% rated Ford as a leader in fuel-efficient vehicles. And Fusion Hybrid was the most searched non-luxury nameplate during the game, with visits to Ford's mobile site up 810%.
AD on project
Quick Lane mechanics aren't just fast, they're highly-trained pros. These posters – featuring mock-heroic portraits of actual QL service technicians – have fun making the point that Quick Lane delivers extraordinary service for routine maintenance.
AD on project
Ford’s limited budget for the 2018 Mustang pre-launch was best spent on social media. Problem was, the reveal date was competing with two big cultural events – the Women’s March and the Presidential inauguration. To break through this busy news cycle we partnered with a widely followed social media influencer – Dwayne “The Rock” Johnson – to make the reveal part of a bigger, more human story. Videos were posted on Johnson’s Facebook, Instagram and YouTube channels, where they garnered millions of views, likes and shares.
CD on project
These short films were created as part of Ford's ongoing effort to express what their global tagline – "Go Further" – means beyond the world of cars and trucks.
AD on project
This online photographic agency represents some of the world’s best known commercial shooters. Its guest-art directed print and online campaign features photos from the site coupled with typographic puns of common phrases. I was invited to create two executions.
AD on project
As part of its plan to become a mobility – rather than a car – company, Ford has accelerated work on hybrid, electric, and autonomous vehicles. But fear not, Mustang lovers. This iconic nameplate still sets the standard for an American-made driver’s car.
CD on project
