Client: Ford
On the Way is a Ford campaign developed in 2025 as part of Copita Alianza de Fútbol, a youth soccer event produced by Alianza de Fútbol.
The campaign focused on supporting emerging Hispanic talent by awarding educational grants to selected student athletes ages 14 to 18 across the Alianza de Fútbol tour, providing support for academic and soccer related goals, along with access to a college recruiting program for underserved players and their families.
The story followed Cruz Martinez and was brought to life through a hero film, one minute and short form digital cuts, photography, visual and logo direction, and static social assets. The campaign announcement was shared by professional soccer player María Sánchez.
My Role
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Created the On the Way campaign logo and defined the core visual system, ensuring consistency across typography, color, layout, and overall look and feel in alignment with Ford and Copita Alianza de Fútbol.
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Shaped the narrative approach and tone, guiding how the story was expressed across video, photography, and social.
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Produced the hero film and adapted it into one minute and short form edits optimized for different social platforms as sustainment content.
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Led photography guidelines and on set direction, and built a social content system including stories, static posts, and static story assets.
