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
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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.
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Built the Ready. Set. typographic structure as a modular design system, aligning layout, hierarchy, and narrative across branding, campaign assets, and platform adaptations.
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Led the translation of the Anthem and vehicle specific work into digital, social, and OOH formats, optimizing readability, scale, and impact across touchpoints.
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Directed the compositional and visual approach for campaign photography, extending the design system into Ford’s official image library.
Filmmakers – 30s TV Spot
This 30-second spot showcases the 2025 Ford F-150 Tremor through a narrative that brings the Capability & Trust platform to life.
A group of Hispanic filmmakers stages a drone light show powered entirely by the truck’s Pro Power Onboard feature — a visual metaphor for how Ford’s capability supports those who rely on it every day.
Voiced by Bryan Cranston, the spot frames the Tremor as a creative enabler rather than just a vehicle, extending the campaign’s message that real trust is proven through what people do with Ford, not just what they say about it.
More to Achieve – 30s TV Spot
Created under the Capability & Trust platform, this spot follows a group of Hispanic cyclists and their trainer, with the 2025 Ford Explorer serving as the enabler of their journey.
The narrative highlights how the vehicle’s touchscreen navigation system and spacious interior support both adventure and teamwork, showing that Ford’s capability isn’t just about performance — it’s about reliability in motion.
Voiced by Miguel Varoni, the film captures the spirit of those who keep pushing forward, reinforcing the campaign’s message that Ford earns trust through the people who already depend on it every day.
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.