Client: Ford

Agency: Zubi Ad.

Lobo introduced a new attitude within Ford, led by design first, focused on presence over features.

Across the F 150 Lobo and Maverick Lobo, we built a bold, darker visual world with Chicano cultural cues. The F 150 launch spot, voiced by Bryan Cranston, delivered 9.2M impressions and reached 3.4M TV viewers. For the Maverick launch, we partnered with Gilberto Marquez on the Lobo hat, driving 2.1M social video views and a 2.8% engagement rate on a 500K budget.

My Role

  • Led the overall visual direction for the Lobo campaign, defining the aesthetic tone and ensuring consistency across logo, billboards, TV, and digital executions.

  • Led the development and refinement of the Lobo logo within the broader visual identity, ensuring it reflected the vehicles’ aggressive aesthetics and cultural influences.

  • Built a cohesive design framework that unified typography, layout, and composition across the F-150 Lobo and Maverick Lobo, allowing each vehicle to express the identity in its own way while maintaining a shared point of view.

  • Shaped the visual approach for two TV spots and supporting digital content, ensuring the design language carried through motion, scale, and pacing.

F150 Lobo Digital Launch

A sustainment piece was created to extend the 15-second F150 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.

To pitch this, I created AI-enhanced storyboards that brought the concept to life and helped visualize the aesthetic direction.

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The Lobo Hat

For the Maverick Lobo launch, we partnered with Gilberto Márquez to create a custom hat inspired by the Maverick Lobo. I led the style guide and visual art direction, including the wolf icon that symbolizes the Lobo spirit, and a dark, bold aesthetic that carried consistently across the campaign. The work launched with a TV spot and was sustained with three supporting social pieces.

Gilbert Marquez - Hat Maker

Maverick Lobo Digital Lauch

For the Maverick Lobo launch, social focused on three pieces: a making of video highlighting Gilberto Márquez’s custom hat craft, a photoshoot pairing the hats with the truck to place both in the same cultural visual world, and a third performance focused bonus piece we captured during production that was not originally scoped, but created to help bring the truck’s power to life.