Client: Ford
Lobo was created as a full campaign to introduce a new attitude within Ford’s lineup, centered on design and aesthetics. Rather than leading with features or performance language, the work focused on how the vehicles look, feel, and carry themselves, using design as the primary expression of capability.
Spanning the F-150 Lobo and the Maverick Lobo, the campaign built a bold, darker visual world inspired by the vehicles’ aggressive forms and Chicano cultural references. Through strong graphic choices, confident compositions, and a slightly sinister tone, Lobo was positioned as a statement of character, allowing both vehicles to express the same identity in their own way.
My Role
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Led the overall visual direction for the Lobo campaign, defining the aesthetic tone and ensuring consistency across logo, billboards, TV, and digital executions.
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Led the development and refinement of the Lobo logo within the broader visual identity, ensuring it reflected the vehicles’ aggressive aesthetics and cultural influences.
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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.
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Shaped the visual approach for two TV spots and supporting digital content, ensuring the design language carried through motion, scale, and pacing.
The Lobo Hat
As part of the Maverick Lobo launch, the campaign extended into a physical collaboration with hat maker Gilberto Márquez. The work included developing a dedicated style guide and visual direction for the collaboration, defining the Lobo wolf icon and overall aesthetic language for the hat. The collaboration was art directed to ensure the craftsmanship translated the Lobo identity consistently, extending the campaign’s visual world into a wearable object rooted in culture and design.
