Ford
Campaign Concept|Art Direction|Copy
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 overall approach, I also more specifically worked on their sustainability campaign, highlighting the huge corporate changes that Ford are committing to in a way that feels engaging, whilst also getting through their legal team with minimal fuss.
Road to Better
Road to Better is Ford's way of communicating those sustainability credentials and commitments in a way that doesn't feel corporate or robotic. We pulled out the key innovations that audiences would find interesting, such as a Frunk (that's a front trunk) that's made of 118 yoghurt pots, or an accelerator pedal made from olive tree waste - and we balance these with the comms that the client felt were important, such as a drop in fresh water usage.
Visually we wanted something dynamic and engaging - so we focused on the materials themselves - piles of yoghurt pots, olives, waterfalls - anything that feels unexpected from Ford to make people stop and read more.
Team: Alex Ogilvie, Will Menko, Katie Drew, Charry Ryan