Ford – Lobo
The campaign began with a bold 15-second TV spot for the F-150 Lobo, introducing the darker identity of the new Lobo lineup. Alongside it, Ford unveiled the Maverick Lobo, which carried a darker yet refined edge through a partnership with hat maker Gilbert Marquez, while the F-150 Lobo embodied a more rustic and powerful tone. Together, they established a unified but contrasting vision of what it means to be Lobo.
Work in progress. Official launch at the end of September 2025.
F150 Lobo Sustainment Content
A single sustainment piece was created to extend the 15-second F-150 Lobo spot into social. The art direction carried over the same dark and imposing tone, enhanced with disruptive glitch effects and security camera–style shots
Maverick Lobo Launch
The Maverick Lobo was introduced through a digital-first activation, focused entirely on social. At the center of the launch was a collaboration with renowned hat maker Gilbert Marquez, known for working with icons such as Madonna. Together, a custom hat was designed, inspired by the vehicle’s aesthetics and features, translating the Maverick Lobo’s dark yet refined identity into a cultural statement.
To guide the design process, a dedicated presentation was created to provide visual inspiration and references for the hat’s final look.
Digital Content
To launch the partnership with Gilbert Marquez, three social-first videos were created, positioning the Maverick Lobo as both a vehicle and a lifestyle symbol.
The video alternates between parallel shots of the Maverick Lobo and the process of crafting the custom hat, showing Gilbert Marquez shaping, cutting, and assembling materials while drawing inspiration from the vehicle.
The video follows Gilbert Marquez driving the Maverick Lobo on his way to a photoshoot, where the vehicle itself becomes part of the session.
Created as a bonus piece, this video highlights the Maverick Lobo’s drive mode by combining existing footage with additional shots captured during production.
Photography
The photography captured the F-150 Lobo and Maverick Lobo through a series of shots that highlighted design, details, and overall presence, reinforcing the campaign’s dark and imposing tone. These images were used across social assets and contributed to Ford’s official photo library, extending the visual identity of Lobo beyond video.
To support the shoot, a dedicated moodboard and shot list were developed, guiding the angles, compositions, and atmosphere while also serving as creative inspiration for the campaign.
My Role in the Campaign
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My Role in the Campaign 〰️
Art Direction – Defined the visual language of the Lobo campaign, ensuring consistency across TV, digital, social, and photography.
Concept Development – Created moodboards and shot lists that guided the photography and inspired the overall tone of the campaign, as well as a design guide for the hat collaboration.
Social Content Development – Developed a digital-first approach for the Maverick Lobo launch, including three social videos amplifying the partnership with Gilbert Marquez.
TV Adaptation – Shaped the art direction of the 15s F-150 Lobo spot and its sustainment piece, maintaining the campaign’s dark and disruptive identity.
Photography Direction – Directed the photography by defining angles, details, and atmosphere, ensuring alignment with the campaign’s aesthetic and contributing to Ford’s official photo library.