Ford – "Name Calling”
A bold TV campaign redefining Ford’s identity through the lens of value. Built to introduce the 2025 Ford F-150 and Maverick, both positioned under a $30,000 MSRP (Manufacturer’s Suggested Retail Price), the campaign highlighted Ford’s ability to deliver true strength, capability, and reliability at an accessible price point.
Voiced by Bryan Cranston, “Name Calling” celebrated the everyday heroes who rely on Ford trucks, proving that real value isn’t just about cost — it’s about the power, durability, and trust the brand continues to stand for.
From Concept to Execution
The concept behind “Name Calling” focused on value through action, showing how real people get things done with Ford’s capability under $30,000 MSRP.
We portrayed authentic moments, like a Hispanic entrepreneur building his tattoo shop with the Maverick’s FlexBed, and a craftsman working with the F-150 and Explorer.
A dictionary-inspired device was created using words like “Overachiever,” “Intrépido,” and “Atrevido,” turning labels into badges of pride that reflect Ford’s bold identity.
Social Sustainment Content
Sustainment content created for Hispanic audiences, voiced by Miguel Varoni.
A Reel video showcasing GOAT Modes™ with the word “Atrevido” embedded in the terrain to highlight the vehicles’ adventurous spirit.
A Reel video showcasing the enhanced FlexBed™, with “Intrépido” displayed on the rear window to emphasize the truck’s fearless and functional design.
A Reel video featuring the touchscreen in the Maverick and Bronco Sport, with the word “Astuto” integrated into the UI to highlight the intuitive tech experience.
Radio Spot
As part of the campaign expansion, we had the opportunity to create an English-language radio version of "Name Calling", bringing the same bold energy to the airwaves. Voiced by Walter White.
Behind-the-Scenes
A $1M production shot in Los Angeles, capturing the power and personality of Ford’s trucks. Executed with the expertise of BUNKER and a dedicated creative team.
My Role in the Campaign
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My Role in the Campaign 〰️
Art Direction – Collaborated with the Associate Creative Director to shape the visual approach for the campaign, ensuring consistency across all assets.
Concept Development – Contributed to defining the visual identity, from initial sketches to final execution.
Social Content Development – Led the art direction for on-site digital and social content, working closely with the production team to bring the vision to life.
TV & Social Adaptation – Worked on resizing and formatting the TV spot for social media distribution, optimizing layouts for different platforms.