A Story of
Electricity
We wanted to build on Ford’s sustainability story by showcasing the Electric Vehicle offerings, all of which help lower carbon emissions. Bonus: we demystify the differences between each type of Ford EV along the way. The material we chose to tell the story is organic, hand-made paper to show a vibrant world that these vehicles can inhabit, bringing home the message of sustainability.
Also, a series of animated gifs were created for social media platforms, designed to instruct current EV owners on proper charging etiquette.
Client: Ford Motor Company
Agency: Team Detroit
Partners: Vitamin Pictures
Role: Creative Director
Mustang: Stories From the Creators
We set out to make a series of videos to tell the stories behind the creation of the new Mustang. Commentary from our creators needed to be authentic, powerful and reverential. The tone had to honor the Mustang as the true Icon that it is, but with a playful, uplifting and active edit style that would be engaging to more than just our die-hard fans.
We wanted to understand the soul of Mustang, and then make Mustang’s soul relevant to the audience.
Mustang is the Ford brand, and these videos reflect that.
Client: Ford Motor Company
Agency: Team Detroit
Partners: thepublicrecord.tv
Role: Creative Director
Ford VR App
In 2016, Ford Motor Company took the leap into VR technology by letting my team create the first VR platform for Ford. We convinced the marketing execs to use virtual & augmented reality as a new comms channel, and not just a one-off campaign launch. We worked with Tool of NA to design the logo and UX flow, to give the user the most visceral experience while in the app. Simple but impactful design.
Client: Ford Motor Company
Agency: Team Detroit
Partners: Tool of NA / Groove Jones / BURROWS/ FANCY PANTS
Role: Creative Director
Turning CO2
Into Foam
Ford is developing foams and plastics using captured carbon dioxide, which could be integrated into the company's vehicles within five years.
Captured CO2 is one of the feedstocks for Ford's new biomaterials, intended for use in vehicle seats and under the hood applications, adding to the company's stable of renewable and sustainable materials, which already includes products made with soy, tomato peels, wheat straw, coconut fiber, and more. By using foams and plastics with up to 50% CO2-based polyols, this approach to vehicle manufacturing could have the potential to reduce petroleum use by the iconic automaker by more than 600 million pounds per year, and could also influence other manufacturers to follow suit in their operations.
Client: Ford Motor Company
Agency: Team Detroit
Partners: Beast / The Work
Role: Creative Director
Ford & Jose Cuervo
Ford Motor Company is teamed up with Jose Cuervo® to explore the use of the tequila producer’s agave plant byproduct to develop more sustainable bioplastics to employ in Ford vehicles.
Ford and Jose Cuervo are testing the bioplastic for use in vehicle interior and exterior components such as wiring harnesses, HVAC units and storage bins. Initial assessments suggest the material holds great promise due to its durability and aesthetic qualities. Success in developing a sustainable composite could reduce vehicle weight and lower energy consumption, while paring the use of petrochemicals and the impact of vehicle production on the environment.
To bring this to life, we filmed footage at Jose Cuervo's facility in Tequila, Mexico to get an authentic feel. Then we partnered with Lunar North, an animation studio, to create animations that would work stylistically with the footage. The video was shared on multiple platforms, getting high viewership. Many press affiliates picked it up and shared the story as well.
Client: Ford Motor Company & Jose Cuervo
Agency: Team Detroit
Partners: The Work / Lunar North
Role: Creative Director
F-150
Class-Exclusive Features
The 2016 F-150 has a few new class-exclusive features that most people don't know about. Instead of creating typical demos showing the features, we created more interesting scenerios to show off the new capabilities.
There's a country singer using the side-mirror spotlight to shed some light on his performance. Then there's man leaving a biker bar, using the 360 degree camera to safely navigate the parking lot. And finally, man dropping his boat into the drink calmly steers his truck while a cranky sea captain yells at him.
Client: Ford Motor Company
Agency: GTB
Partners: Wondros LA / Directed by Scott Weintrob
Role: Creative Director
Mustang
Reveal Site
Partnering with the digital agency WELIKESMALL, we set out to break the mold and create a new experience for the 2015 Mustang reveal site. Adding features like responsive design, HD zooming, parallax image scrolling and minimalistic styling, we achieved a new look to match the 2015 Mustang redesign. We also added a social media feed along with a swiping convertible widget.The photography was shot by Uli Heckmann and renders were done by RECOM.
Client: Ford Motor Company
Agency: Team Detroit
Partners: WELIKESMALL / Uli Heckmann / RECOM
Role: Creative Director
Pi Day Ford
For Pi-Day, we had Ken Block share a video across his social channels, as well as Ford Motor Company's social channels.
The short video showed Ken drift in a perfect circle, or the diameter of a circle. There was tons of earned engagement from people tagging each other and sharing.
Client: Ford Motor Company
Agency: Team Detroit
Partners: Gentleman
Role: Creative Director
Return to
Le Mans
Two of the biggest waypoints in American culture also happen to be two of Ford’s biggest accomplishments. It’s hard to argue the monumental effect the Ford Motor Company had on the world by refining the assembly line to be able to produce a car in only 93 minutes — back in 1914. The second paradigm shift came in 1966, when Ford’s GT40 won the the 24 Hours of Le Mans outright with a 1-2-3 finish, then took the overall win again in ‘67, ‘68 and ‘69.
We partnered with The New York Times to tell the tale of Ford Motor Company and Le Mans, and what better way to celebrate by than by unleashing the new Ford GT. The page we designed has a clean flow, with a video series and animated gifs. The race and the car are historic, so we tried to honor both.
