Client: Ford

Agency: Zubi Ad.

Driven by More is a Capability and Trust campaign that turns the everyday reliance many Hispanics already place in Ford into proof on screen, showing belief earned through real action. The 30 second Anthem, voiced by Bryan Cranston, brings together the 2025 F 150 Tremor, 2025 Explorer, and a special F 150 Lobo appearance, then expands into two vehicle specific spots and a full suite of digital and social sustainment.

The campaign also launched Ready Set Ford, Ford’s new modular branding and headline design system built to unify how the brand shows up across TV, OOH, digital, social, and photography. The launch generated 36.4M impressions and 8.7M video views, reaching over 6M TV viewers on a 2M media investment.

My Role

  • Defined the visual and typographic language for the Ready Set Ford launch, establishing a scalable headline system and ensuring consistency across TV, OOH, social, and photography.

  • Built the Ready. Set. typographic structure as a modular design system, aligning layout, hierarchy, and narrative across branding, campaign assets, and platform adaptations.

  • Led the translation of the Anthem and vehicle specific work into digital, social, and OOH formats, optimizing readability, scale, and impact across touchpoints.

  • Directed the compositional and visual approach for campaign photography, extending the design system into Ford’s official image library.

F150 Lobo Sustainment Content

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

Driven by More is a Capability and Trust campaign that turns the everyday reliance many Hispanics already place in Ford into proof on screen, showing belief earned through real action. The 30 second Anthem, voiced by Bryan Cranston, brings together the 2025 F 150 Tremor, 2025 Explorer, and a special F 150 Lobo appearance, then expands into two vehicle specific spots and a full suite of digital and social sustainment.

The campaign also launched Ready Set Ford, Ford’s new modular branding and headline design system built to unify how the brand shows up across TV, OOH, digital, social, and photography. The launch generated 36.4M impressions and 8.7M video views, reaching over 6M TV viewers on a 2M media investment.

Gilbert Marquez - Hat Maker

Social Sustainment Content

This campaign extended Capability and Trust into digital first stories, not TV pullouts. We created five social pieces, each built around a specific vehicle feature and real world moments. I used AI to generate and enhance visual concepts, helping shape native social storytelling into production ready assets.