New Ranger had lots of new features but none were iconic enough to lead on. So we created a story based on the audience, who, although usually small-business owners, like to feel like mavericks who still rough it.

This is a B2B campaign, but my approach was that we should built on a business context, but assume business people need to be engaged as much as a B2C audience.

Product features were smuggled into a story that, in leader-style, broke conventions by launching the new model in muddy, dusty, scratched condition, just how pickup owners like it. Directed by Marcus Soderland.

CREATING A NEW IDENTITY FOR FORD

I was AMV’s CD on the Ford pitch, which called for a new, contemporary and cohesive identity across all markets, and across B2C and B2B.

After we won the pitch, I started creating an identity for work based on my three observations:

- No company has affected human life as much as Ford, so although we don’t refer to history, the work must have scale.

- Despite their huge contribution to human progress, from Henry Ford’s famous quotes to their logo – four letters, one syllable - the brand is honest, unpretentious and straightforward, the work must be simple.

- To work across markets and short formats, we avoid narrative, dialogue, complexity, and people. So work must be visual.

I worked in close and happy partnership with my Ford clients to turn these rules into the new Ford look & feel. We agreed on all our principles and created it together, so it never felt like an agency-client relationship, always a partnership.

I developed a model where every campaign launched with a long format film, constructed from module scenes which could then became short form films. So then the concept, visual and tone was 100% consistent throughout up to 30 short format films, static posts and OLA carrying specific sales messaging through the funnel.

I made 11 major, cross-market, multiple channel campaigns in 4 years: new Explorer ‘Aloha’, Ranger ‘Break It In’, Ranger ‘Night Swimming’, Fordliive ‘Heartbeat’, Transit ‘Sync City’, Transit Custom ‘The Van the World Relies On’, Puma ST ‘Reads Corners’, Kuga ‘Reflections’, Ford Tourneo ‘The Van that’s a Car’, Mustang Mach E ‘SatNav’, and the Brand EV launch campaign ‘Bring On Tomorrow’.