Ford
Campaign Concept|Art Direction| Production
As part of the core Ford team, I've worked across the overall creative direction of the account as they transform from an 120 year old heritage brand to a forward facing EV brand that combines their old soul with new, innovative tech. As part of this, I worked across the launch of a number of their EVs, including the controversial new interation of the Capri nameplate.
Capri Launch
The Ford Capri has a legendary status in car history. It was a cultural icon of its time, appearing in films, computer games, song lyrics - a legacy that we wanted to pay heritage to in this series of assets to announce its reinvention. Shot on film (because if youre going to do it, now is the time to!), and shot in a beautiful brutalist building in Madrid, we created five beautiful assets to talk about the product features of the vehicle. We took cues from car building menus in games like Need for Speed to show off the exterior options, gangster films to showcase the boot space, and a 360 rotating shot to talk about the sound capabilities and the interior space. We also threw in a few social first transitions for good measure, turning the toy original capri into the new EV version, and using a wipe transition to show off the two colour options.
Team: Paddy Smith, Simon Cooper, Sam Sloman, Sam Walker, Will Menko, Matt Tallant, Laura Taylor