Driving everyday moments

Ford Motor Company
Brand and campaign

Ford isn’t just about the cars. It’s about the moments they create.

Working with Ford across traditional and digital platforms, I created campaigns and content that spoke to real drivers and pitched new ideas to clients by tapping into everyday insights, whether it was something rugged or something for your business. Being an in-house agency, I worked with both clients and creatives, so I was able to work on my craft and understand cars. From writing headlines, emails, product copy, brochures, print ads, and scripts to engage.

Ford Moments

I’m big on creating work where people can see themselves. This idea started as a proactive proposal in a Google Doc with the knowledge that everyone has had a moment in a Ford, whether that’s a Mustang or a Micro. These cars span generations and they must have seen some stuff, the insight was broad, were positioning the car as a catalyst for moments.

This social series has helped push our clients to do something different and start venturing into social, albeit Facebook, but it was a start. Built around the little things, the relatable moments we all face, from teaching your kid to drive to being the designated driver. We created each video to work for any market, so the team and I travelled around Europe capturing car content, from the Colosseum in Rome to flying around the Arc de Triomphe.

The lovely thing about this is that it was a big idea created to have longevity. This project continued long after I left, adding more moments to the series.