We set out to make a series of videos to tell the stories behind the creation of the new Mustang. Commentary from our creators needed to be authentic, powerful and reverential. The tone had to honor the Mustang as the true Icon that it is, but with a playful, uplifting and active edit style that would be engaging to more than just our die-hard fans.
We wanted to understand the soul of Mustang, and then make Mustang’s soul relevant to the audience.
Mustang is the Ford brand, and these videos reflect that.
Directors: Cassidy Gearhart, Julian King
Producers: Mike Olk, Jeremy Yaches
To increase visitor traffic to the state of Michigan, we created a campaign that presented the idea that Northern Michigan has a plethora of star parks to view breath-taking star fields from. A series of billboards were also created in-state as well as surrounding states, to amplify the messaging and increase awareness.
In collaboration with the NY Times' T Brand Studio, this short interactive article documents Ford's recent success with incorporating green technology and sustainable plant-based materials into the production of their cars. Narrated by plastics researcher Debbie Mielewski, she traces this legacy back to Henry Ford himself and brings us to present day, where Ford's entire fleet of cars now include her team's environmentally-friendly innovations. We created animated gifs to show what bio-materials are being used in Ford products, so the gifs can be easily shared across multiple social media platforms.
Shoe Carnival is a retailer of family footwear.
The company sells men's, women's, children's, and athletic footwear through its retail stores. Its stores also offer accessories such as handbags, wallets, shoe care items, and socks. The main difference in Shoe Carnival stores is its concept.
The Shoe Carnival Concept is creating an urgency to buy through limited time promotions and the microphone. The mic person announces "specials" over the microphone. These specials include discount, product information, and fun specials which encourage customers to make a purchase.
Back-To-School season is one of the company’s biggest calendar events for sales, so we created a promotion showing that summer has to come to end, but buying your shoes for going back to school can be the positive outcome of summer ending. We also created an activation where the song used in the commercials will be played in-store, allowing people to win prizes just for being there in an actual store to shop. We created social media pieces to help enhance the promotion.
Escape My Life is an eight episode comedy series that features tasers, police chases, and Shannen Doherty’s dog. Natasha Leggero stars as a minor Hollywood player who has stumbled onto a brand new Ford Escape and a Zombie-obsessed marketing specialist named Barry, played by Joe Lo Truglio. It was directed by Zombieland’s Ruben Fleischer.
Beside the series itself, Escape My Life also comes with a Tumblr “written” by Barry the hapless marketing specialist, and a meme generator where users can generate their own content, and its very own comic strip.
And it worked: content consumption exceeded our goals on all of our key metrics. If there’s one way to gauge humor, it’s key metrics.
On this project for Team Detroit/Ford, I was the senior art director designing the branded Youtube page and the UX for the page. I created the logo, and the ancillary items seen throughout the series. I created the posters for the "Yesterdead" film Barry pitches, along with his drawings on his blog. I also consulted on the character development with the production company Arcade that produced the episodes.
We wanted to build on Ford’s sustainability story by showcasing the Electric Vehicle offerings, all of which help lower carbon emissions. Bonus: we demystify the differences between each type of Ford EV along the way. The material we chose to tell the story is organic, hand-made paper to show a vibrant world that these vehicles can inhabit, bringing home the message of sustainability.
Also, a series of animated gifs were created for social media platforms, designed to instruct current EV owners on proper charging etiquette.
The 2016 F-150 has a few new class-exclusive features that most people don't know about. Instead of creating typical demos showing the features, we created more interesting scenerios to show off the new capabilities.
There's a country singer using the side-mirror spotlight to shed some light on his performance. Then there's man leaving a biker bar, using the 360 degree camera to safely navigate the parking lot. And finally, man dropping his boat into the drink calmly steers his truck while a cranky sea captain yells at him.
PRODUCTION: WONDROS LA
DIRECTOR: SCOTT WEINTROB
Ford Motor Company partnered with Gimlet Media's StartUp Podcast to create editorial-like spots with a corresponding landing page experience, showcasing Ford and its dedication to sustainability and mobility. SME’s were interviewed by the host and pieces were extracted for paid media posts. The landing page consisted of articles and imagery pertaining to the topics.
GCD: Anita Salomon
CD: Colleen Hill/Brad Jendza
CW: Kristin Wellmer/Jenna Dempsey
Aptiv is a tech company building safer, greener, more connected solutions to advance mobility technology. They are a spin-off of Delphi focusing on autonomous vehicles, smart cities and connectivity.
My team was asked to create a social video that follows their new branding, and still translates their message in an elegant way.
Chevrolet is synonymous with motorsports. In these ads, we showed how these champion NASCAR drivers have all had one thing in common when it comes to winning - driving a Chevy.
Ford Motor Company is teamed up with Jose Cuervo® to explore the use of the tequila producer’s agave plant byproduct to develop more sustainable bioplastics to employ in Ford vehicles.
Ford and Jose Cuervo are testing the bioplastic for use in vehicle interior and exterior components such as wiring harnesses, HVAC units and storage bins. Initial assessments suggest the material holds great promise due to its durability and aesthetic qualities. Success in developing a sustainable composite could reduce vehicle weight and lower energy consumption, while paring the use of petrochemicals and the impact of vehicle production on the environment.
To bring this to life, we filmed footage at Jose Cuervo's facility in Tequila, Mexico to get an authentic feel. Then we partnered with Lunar North, an animation studio, to create animations that would work stylistically with the footage. The video was shared on multiple platforms, getting high viewership. Many press affiliates picked it up and shared the story as well.
Partnering with the digital agency WELIKESMALL, we set out to break the mold and create a new experience for the 2015 Mustang reveal site. Adding features like responsive design, HD zooming, parallax image scrolling and minimalistic styling, we achieved a new look to match the 2015 Mustang redesign. We also added a social media feed along with a swiping convertible widget.The photography was shot by Uli Heckmann and renders were done by RECOM.
Two of the biggest waypoints in American culture also happen to be two of Ford’s biggest accomplishments. It’s hard to argue the monumental effect the Ford Motor Company had on the world by refining the assembly line to be able to produce a car in only 93 minutes — back in 1914. The second paradigm shift came in 1966, when Ford’s GT40 won the the 24 Hours of Le Mans outright with a 1-2-3 finish, then took the overall win again in ‘67, ‘68 and ‘69.
We partnered with The New York Times to tell the tale of Ford Motor Company and Le Mans, and what better way to celebrate by than by unleashing the new Ford GT. The page we designed has a clean flow, with a video series and animated gifs. The race and the car are historic, so we tried to honor both.
We needed to utilize content from the four existing Details by Design videos to create a Facebook Canvas Ad. This allow viewers to explore and engage with the innovative and intriguing work that Ford engineers have done in a more simplistic and easy to understand version.
Canvas allows you to build a unique experience with the combination of text, images, videos, carousels, product feeds and more: essentially an immersive snapshot of the campaign. It needs to drive people to visit FordSocial.com and watch the full videos.
Team Detroit partnered with Toronto's Lollipop to create the Ford Escape Comparison Tool to help launch the 2013 Ford Escape. The site experience pits the new Escape against a few of its competitors (as well as comparing the 2013 to to the previous model year), displaying fun facts about the Escape’s superiority along the way.
The site included 360 degree views of the vehicle, a color selector and video and image overlays to provide users with more information about each feature.
My role in this project was lead designer and art director. I worked with Lollipop directly on user experience and design.
Here is a collection of creative pieces that aren’t tied to any campaign or strategy, but were still cool enough in their own way to be created. These pieces are posters, album art, paintings, sculptures, short films - just about anything.
Ford is developing foams and plastics using captured carbon dioxide, which could be integrated into the company's vehicles within five years.
Captured CO2 is one of the feedstocks for Ford's new biomaterials, intended for use in vehicle seats and under the hood applications, adding to the company's stable of renewable and sustainable materials, which already includes products made with soy, tomato peels, wheat straw, coconut fiber, and more. By using foams and plastics with up to 50% CO2-based polyols, this approach to vehicle manufacturing could have the potential to reduce petroleum use by the iconic automaker by more than 600 million pounds per year, and could also influence other manufacturers to follow suit in their operations.
Tonight In Grosse Pointe is a collection of humorous, yet fictional, anecdotes about everyday life in the city of Grosse Pointe, Michigan. It was originally a blog created by Greg Mills.
For the Winter Olympics, Chevy wanted to honor the athletes competing in the games. We came up with a series of disruptive ads placed in USA Today newspaper full-page spreads. The idea was to have phony copy written to appear like actual stories covering the games. We snuck in Chevy branding into each story, and also an image of an athlete wrecking the page in their particular style. The reader would see hints and teases of the actual ad that would appear on the next page.
Ford is committed to sustainability - which means they strive to send as little waste to landfills as possible. One of the ways this happens is through a process called "Closed Loop Recycling”. Ford recycles and reuses the aluminum scraps left over from manufacturing the F-150s in our Dearborn Truck Plant for future trucks.
For Earth Day, we decided to get this message out by using Instagram, but not in the normal way by sharing just a video or photo. We took over 9 image slots on the Ford Instagram page, each telling a different part of the process of the Closed Loop reusing aluminum. Each thumbnail could live alone, or be connected to a larger puzzle piece that the user could interact with.
We also created a Facebook Canvas companion piece to accent the Instagram Grid. The user could go deeper into the process of Closed Loop by scrolling down the canvas and interacting with each section.
Who knew jeans actually go perfectly with your car? And dandelions. And agave. And water bottles. And, and, and. To show how Ford is giving second chances to some surprising materials, we created a series of playful, stylized social instagram posts that combine these objects in a fun and surprising way. We also created a Facebook Canvas that lets users interact with sliders in gamified way.
Each Instagram video will be a little slot machine-style experience that mixes and matches the second chance materials in a little game. Pieces of each material (water bottle, dandelion, agave, jeans, tires) spin by, and users have to line them up to create a full picture of one of the materials.
For Pi-Day, we had Ken Block share a video across his social channels, as well as Ford Motor Company's social channels.
The short video showed Ken drift in a perfect circle, or the diameter of a circle. There was tons of earned engagement from people tagging each other and sharing.
One way to keep the skills sharp is to keep working at it. These are some weird gifs I've made for various projects.
To get their bona fide opinions of the all-new Mustang, we invited three handpicked Mustang enthusiasts to an exclusive performance road course.
Here is where they will race… themselves.
Our location was modified and accentuated to create ideal testing environments to allow our enthusiasts to experience the performance, technology and design of the 2015 Mustang.
Each driver was subjected to a series of expertly designed events that will highlight the 2.3L EcoBoost (and the 5.0), I.R.S. and Selectable Drive Modes, as well as Track Apps.
See how the 2015 Mustang compares and contrasts with classic Mustangs in the things that matter most: power, enhanced driving dynamics, and high-performance fun.
EcoBoost is a family of turbocharged, direct injected petrol engines produced by the Ford Motor Company.
Engines equipped with EcoBoost technology are designed to deliver power and torque consistent with larger engine displacement, naturally aspirated engines while achieving approximately 20% better fuel efficiency and 15% reduced greenhouse emissions than these same engines. Relative to the power output and fuel efficiency of hybrid and diesel technologies, Ford sees EcoBoost as an affordable and versatile alternative and intends to use it extensively in future vehicle applications.
Now, how do you explain this so it makes sense to the average person? We decided to team up with racecar driver Tanner Foust and Syyn Labs to perform fun demonstrations that explain the benefits of the EcoBoost engine. We also commissioned artist Jacob O'Neal to create simplified animated gifs to explain the tech.
The videos in this series were produced by Mirada and Modis Operandi
in Los Angeles.
Sometimes toy companies put out cheaper versions of sci-fi characters.
The figures have less detail in the sculpture and they cut corners in the manufacturing process.
I decided to repaint some of these characters, giving them a worn-out look like they've seen one too many battles. I used anything from spray paint to shoe polish. Each character takes a few rounds of painting, about 5 hours total.
I've been drawing since I could hold a pen or pencil. This translated to any new form of media, whether it's markers, pens, pencils, paint brushes, Wacom tablet, or iPad tablet.
These are a few illustrations I've created for projects of design.
Connecting people. Connecting stories. And connecting it all back to the new 2014 Ford Fiesta.
Our challenges were clear. But our plan was even clearer… as we set out to create a socially remixed spin to Ford’s successful Fiesta Movement. We utilized 100 agents, taking on hundreds of missions over an eight month campaign. Creating thousands of pieces of social content, with the goal of reaching millions. All content came together dynamically at fiestamovement.com… a cross-platform hub connecting consumers and Fiesta Agents in real time. Impact magnified even further by a fully integrated media plan that distributed the first ever 100% user-generated Fiesta Movement campaign across dozens of other channels. Harnessing 100 unique media partners (from American Idol to The X-Games) to reach our audience and connect with them in places that are increasingly harder to find. In all, creating big, big scale… for one small car.