MUSTANG
Agency: VaynerMedia
Turned Mustang's legacy into social content that felt as bold and aggressive as the car itself
The Brief:
For the launch of the all-new 2024 Mustang – one of Ford's biggest in years – the challenge was simple: break through a category drowning in beauty shots.
The Solution:
Mustang fans don’t just recognize the car — they recognize the sound. Ford engineers tune the Mustang’s engine like an instrument. The pitch, growl, and rev are muscle memory for fans. For the launch, we built a social-first campaign around "The Sound of the Stang," using audio as the primary creative driver and letting the car reveal follow naturally.
I led the creative direction on a video series designed to stop the scroll with sound and build momentum across multiple executions. The campaign drove 9M organic views across Instagram and TikTok, with multiple executions becoming top-performing posts on Ford's social channels.
Volume Up (Vol. 1)
Volume Up led with the roar of the engine — no introduction, no setup. The sound carried the moment, with the reveal arriving after attention was already captured. The video crossed 1M views, confirming the idea could scale.
The Remote Rev feature is the roar of the Mustang, commanded from a distance. We captured the visceral soul of the machine bridging technology and automotive emotion through high-fidelity visual storytelling and cinematic soundscapes.
Remote Rev
Volume Up (Vol. 2)
Exploring the raw, visceral connection between engine noise and cinematic storytelling. Vol. 2 dives deeper into the technical execution and visual rhythm of the Mustang's acoustic identity.
Cold Start Mondays
Capturing the raw power and authentic roar of the Mustang engine at the crack of dawn, celebrating the ritual of the early morning drive through immersive soundscapes and high-contrast visuals.
Your First Time
A sensory journey into the raw power and heritage of the Mustang. Capturing the split-second when tradition meets modern engineering in a single, visceral moment.