FORD

Agency: VaynerMedia

Connected Ford's vehicles to culture through social-first, entertainment-driven content

The Brief:

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 introduced a series of creative shifts designed to deepen emotional connection while still supporting new vehicle launches. By digging into Ford's underused archives, we surfaced iconic historical material and re-contextualized for modern social platforms – using the brand's heritage as a hook to celebrate current models.

As Creative Director, I supervised a large team of creators traveling the country for vehicle shoots and live events, generated original social-first concepts, wrote scripts and post copy, and helped define a consistent brand persona and tone of voice across Ford's social ecosystem.

Rediscovering
HERITAGE

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.

how it's going - mustang

Social video series

VINTAGE AD REDUX - BRONCO

Social video series

how it's going - F150

Social video series

VINTAGE AD REDUX- F150

Social video series

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.

64 IN A 65

MUSIC VIDEO

MY RIDE OR DIE

MUSIC VIDEO

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.