Ford – Driven By More
The 30-second Anthem spot unites the 2025 Ford F-150 Tremor, 2025 Ford Explorer, and a special appearance by the F-150 Lobo, creating a unified narrative born from the Capability & Trust platform.
Built on the insight that many Hispanics already rely on Ford every day, the campaign turns that quiet trust into proof, showing how real capability earns belief through action.
Voiced by Bryan Cranston, the Anthem 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 directed by Caleb Slain.
Reframing Trust Through Capability
Many Hispanics still doubt that Ford builds vehicles they can rely on, even though more Hispanics drive Ford trucks and SUVs than any other brand.
The campaign set out to remind them why Ford has earned their trust through capability. By showing real people and the powerful features that make Ford unique, we reinforced the idea that trust is built on what these vehicles can do, not just what they promise.
From a filmmaking crew using the F-150’s Pro Power Onboard to fuel a drone show to cyclists depending on the Explorer’s navigation system through the mountains, each story highlighted how Ford proves its reliability through action.
F-150 Tremor – “Filmmakers” – 30s TV Spot
This 30-second spot showcases the 2025 Ford F-150 Tremor through a narrative that brings the Capability & Trust platform to life.
A group of Hispanic filmmakers stages a drone light show powered entirely by the truck’s Pro Power Onboard feature — a visual metaphor for how Ford’s capability supports those who rely on it every day.
Voiced by Bryan Cranston, the spot frames the Tremor as a creative enabler rather than just a vehicle, extending the campaign’s message that real trust is proven through what people do with Ford, not just what they say about it.
Explorer – “More to Achieve” – 30s TV Spot
Created under the Capability & Trust platform, this spot follows a group of Hispanic cyclists and their trainer, with the 2025 Ford Explorer serving as the enabler of their journey.
The narrative highlights how the vehicle’s touchscreen navigation system and spacious interior support both adventure and teamwork, showing that Ford’s capability isn’t just about performance — it’s about reliability in motion.
Voiced by Miguel Varoni, the film captures the spirit of those who keep pushing forward, reinforcing the campaign’s message that Ford earns trust through the people who already depend on it every day.
Social Sustainment Content
Unlike traditional approaches where social content was treated as simple pullouts from TV spots, this campaign extended the Capability & Trust platform into a series of stories designed specifically for digital.
We created five unique social pieces, each highlighting a different vehicle feature to show how capability and trust live in real moments, from performance-driven innovation to everyday reliability.
I integrated AI into my process to generate and enhance visual concepts, using it as a creative tool to bring these ideas to life and adapt the storytelling natively for social.
This became a clear example of how I use AI to merge strategy and creativity, turning conceptual storytelling into production-ready assets built for modern platforms.
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
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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.