Ford – Driven By More
The 30-second Anthem spot unites the 2025 Ford F-150 Tremor, 2025 Ford Explorer, and features a special appearance by the F-150 Lobo, creating a unified narrative of trust and capability. It served as the umbrella piece of the campaign, setting the overall tone and supported by two additional vehicle-specific spots along with a suite of sustainment content for digital and social platforms, created in collaboration with Caleb Slain.
Work in progress. Official launch at the end of September 2025.
From Concept to Execution
Storyboards were developed to bring the spots and sustainment content to life, mapping out every scene and visual direction. Collaboration with the production team ensured the creative vision translated seamlessly into execution.
Explorer – “More to Achieve” – 30s TV Spot
This spot features a group of cyclists and their trainer, with the 2025 Ford Explorer serving as the enabler of their journey. The narrative highlights the vehicle’s role in supporting adventure through its advanced touchscreen technology and spacious interior, showing how the Explorer provides both capability and comfort for the team as they push toward their goals.
F-150 Tremor – “Filmmakers” – 30s TV Spot
This 30-second spot showcases the 2025 Ford F-150 Tremor through a narrative unlike conventional automotive ads. A group of filmmakers stages a drone light show, powered entirely by the truck’s Pro Power Onboard feature. By framing the Tremor as a creative enabler rather than just a vehicle, the spot emphasizes how capability extends beyond performance into real-world innovation.
Social Sustainment Content
Unlike traditional approaches where social content was treated as simple vertical pullouts from TV spots, this campaign introduced a new way of storytelling designed specifically for digital platforms.
Five unique social spots were developed, each highlighting a different vehicle feature, ensuring the content felt native to the medium rather than repurposed. The storyboards created for these pieces were so well received that the production team used them as the foundation for their own boards, aligning my own vision directly with production.
A group of filmmakers prepares a drone light show using the Pro Power Onboard feature of the F-150 Tremor, demonstrating how the truck provides the energy to power creativity and innovation.
The F-150 Tremor demonstrates its Pro Trailer Backup Assist while towing a trailer loaded with drone equipment, highlighting how advanced towing technology makes heavy hauling easier and more precise.
Cyclists enter the Explorer as a 360-degree shot reveals its spacious interior, emphasizing comfort and capacity in a social-first perspective.
Filmed entirely from a POV perspective, the spot begins with a cyclist grabbing a helmet from the rear cargo area before riding alongside the Explorer, emphasizing storage capacity and the vehicle’s supportive role throughout the journey.
Dynamic parallel shots of the Explorer and the cyclists in motion are paired with close-ups of the touchscreen, highlighting seamless technology integration during the ride.
Photography
A comprehensive shot list and moodboards were created to capture the vehicles in ways that highlighted key features while shaping the overall tone of the campaign. The resulting photography was leveraged across social assets and also contributed to Ford’s official library of images, extending the impact of the campaign beyond video into long-term brand materials.
My Role in the Campaign
〰️
My Role in the Campaign 〰️
Art Direction – Shaped the overall visual language of the campaign, ensuring consistency across TV, social, and photography.
Concept Development – Created moodboards, shot lists, and storyboards that defined the campaign’s tone and guided both client alignment and production execution.
Social Content Development – Introduced a new social-first approach by crafting six unique sustainment stories, with storyboards that became the foundation for production.
TV & Social Adaptation – Oversaw the adaptation of the 30s Anthem and vehicle-specific spots into digital formats, optimizing layouts and storytelling for multiple platforms.
Photography Direction – Directed the visual approach for campaign photography, ensuring alignment with the shot list and extending the work into Ford’s official library.