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FORD MOTOR COMPANY
Mustang, Bronco and Trucks Agency: VaynerMedia Role: Creative Director I oversaw organic social media for Ford's main channels, plus Mustang, Bronco and Trucks. The Challenge: While Ford understandably wanted to focus on new vehicle launches, I saw an opportunity to intensify the public's emotional connection with a look back at the brand's incredible heritage. The Solution: I instituted a number of key creative changes. I dug into Ford's underused archives to spotlight the brand's deep history and ignite powerful memories of the true American classic. We found creative ways to use this historical material to celebrate new models. Plus, I orchestrated a series of original music videos. All aimed at broadening the appeal to new audiences while deepening the connection with current fans/followers. As Creative Director, I supervised a large team of creators traveling the country for vehicle shoots and live event coverage. Plus, I generated original concepts for social series/campaigns and wrote video scripts/post copy. And I led the project to develop/define a unique and consistent brand persona and tone of voice across social. |
Hook 'em with the heritage, sell 'em on the latest
Recreating classic Ford ads with the new models
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SPOTLIGHTING FORD'S UNIQUE HERITAGE
When I came onto the account, Ford's socials were focused mainly on new vehicles. I spotted an opportunity to connect with audiences through the brand's amazing heritage. After gaining access to the rich, untapped Ford archives, I knew we had to spotlight this thumb-stopping historical material.
We did a "How It Started/How It's Going" series - grab their attention with the classic footage, then reveal the latest model. The Mustang IG video broke 1M organic views, making it one of the channel's all-time highest.
We did a "How It Started/How It's Going" series - grab their attention with the classic footage, then reveal the latest model. The Mustang IG video broke 1M organic views, making it one of the channel's all-time highest.
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HOW IT STARTED: MUSTANG
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HOW IT STARTED: F-150
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We shared old material like vehicle brochures from the 60s's, 70's and 80's, and the audience ate it up. So we recreated some of these classic print ads with new vehicles, using the archives to help spotlight the current models.
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VINTAGE AD RECREATION: BRONCO
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VINTAGE AD RECREATION: F-150
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FALLING IN LOVE THROUGH MUSIC VIDEOS
Pop star Charlie Puth made a Tiktok about how the Ford startup chime could go well in a pop song. So I decided we should respond by making our own pop song featuring the startup chime. Based on that success, we created a series of videos with original songs written, performed and produced by our creators. The music videos were love songs dedicated to the Ford vehicles - your true ride-or-die. I also co-wrote song lyrics.
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MUSTANG: "64 IN A 65"
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MAVERICK: "MY RIDE-OR-DIE"
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PLAYING WITH TOYS
Another creative twist I put into place - featuring toys in social content. Toys are unexpected for an auto company and trigger that deep emotional bond people formed with the brand as a child. Plus, toys are pure fun, and the real vehicles seem extra powerful next to their toy counterparts.
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SUPER DUTY: BIG & SMALL
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MUSTANG: BIG & SMALL
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MERRY MUSTANG
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FROM CHILDHOOD DREAMS...
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