Ford: Changing The Way We Move
GTB
THE STORY
The world and everything in it is in a constant state of motion. Movement is our lifeblood. But when you think about it, the way we move has essentially stayed the same for centuries. The bicycle, the internal combustion engine, even the wheel itself – have only experienced incremental change.
That is – until now. Ford is going to transform the way we move. And it’s this exciting story we can’t wait to tell the world.
ROLE
As the Senior Art Director at GTB for the project – I was responsible for the concept / storyboard development as well as overall look and feel. During film production phase, I also oversee production and onsite photoshoots by providing art direction in set design, wardrobe, overall color / look / composition, and VFX. I worked closely with my writer partner and VFX house to ensure the story is captured correctly and all the necessary special effects are noted on site. I also provide feedback and direction on the original music score.
CAMPAIGN SUPPORT
To support the main campaign video, other works have been created within social media posts, pre-rolls (15 sec and 6 sec), print and out of home (digital signage). My role is to also conceptualize the overall design and ensure the overall campaign is consistent throughout, as well as leading designers through the production work.
Campaign Continuation:
Unfolding Tomorrow
THE STORY
The last Ford story began by following the wonder-filled story of two kids who stumbled upon the very thing that powers Ford vision for the future – the essence of motion itself – a glowing blue orb. We watched as they chased the orb as it transformed the way people moved around them in new and more efficient ways.
We want to continue that story with an evolved message: Ford is developing innovative technologies today that help unfold the path to a better tomorrow where we all move freely together. The story will follow a Ford researcher as she solves different mobility problems using Ford technology and street transformations via the orb in a virtual room similar to a ‘holodeck’.
ROLE
As the Senior Art Director at GTB for the project – I was responsible for the initial concept development and storyboard as well as overall look and feel. During film production phase, I also oversee production by providing art direction in set design, wardrobe, overall color / look / composition, VFX and SFX. I worked closely with my writer partner and VFX house to ensure the story is captured correctly and all the necessary special effects are noted on site.
I also provided guidance and direction to another team of Art Director and Writer for other campaign support content such as social, site design and other media ad units to ensure the overall tone and design are cohesive throughout.
SPECIAL PROP DESIGN
Working closely with a prop design art director to develop a design for the hand held device for the researcher, by providing initial concepts and overall art direction (shape, lighting, interaction design, and colour). On set, I worked closely with the prop designer as well as the director to ensure the interaction between the researcher and the device are cohesive and intuitive.
