Ford
Las Fantásticas Aventures del Focus
(The Fantastic Adventures of the Focus)
We launched the new Ford Focus with the start of an adventure. It had no ending, but it did have a giant piñata.
Role
Senior Art Director
- Concept creation
- Client pitches and presentations
- Art direction for video and digital campaign production
- UX and UI direction for digital campaign experiences
- Art direction of campaign case study
Brief
Launch the 2015 Ford Focus with a campaign that spoke uniquely to the US Hispanic millennial market to showcase the car, it’s features, and how it helps them to “go further”.
Idea
Take what's familiar to our Hispanic audience and push this further through a fantastical adventure inspired by their stories, and fueled by the features of the new Ford Focus.
Experience
Las Fantásticas Aventuras del Focus became a 7-part online video series, with episodes inspired by story submissions from our Ford Focus target audience. The online experience was uniquely built to house the videos in a cinematic fashion, and made the story submission process as free-flowing as possible with a particular focus on mobile-first UX. Each episode would prompt users with a new movie genre (Ex. Film noir), a Hispanic cue for inspiration (Ex. Luchador mask), and a unique Ford Focus feature to highlight (Ex. Automatic reverse parking). To encourage story submissions, and keeping with the theme of video creation, story creators were also in the running to win a drone, GoPro, and iPad.
As the Senior Art Director, I developed the concept for this campaign, and lead alongside my Copywriter the creative vision for both the video and digital production. The timeline for production was also quite aggressive in order to maintain campaign momentum, with a new episode premiering biweekly. It's a true testament to the teams we worked with that we were able to move from shoot to client approved final cut within two days each time, and have a new script ready after receiving a new batch of crowd-sourced stories to begin the process again the following week. This remains one of the projects I'm most proud to have lead because of the amazing teamwork and the quality of what we were able to produce.
Results
- 551,000 site visits
- 7,400+ story submissions
- 81% of story submissions submitted on mobile
- 3.4 milliion lift in purchase intent
Award highlights (full list here):
- Awwwards: Site of the Day
- FWA: Site of the Day, Mobile of the Day
- ADDY Awards (Miami): Best of Show (Best in Online/Interactive)
- ADDY Awards (National): 1 Silver
UX exploration
With such a strong video-based concept, we wanted to create a cinematic online experience that used the full canvas at our disposal to house the series.
Design exploration
Keeping to the theme of turning the familiar into the fantastical, the logo mark and visual treatment adds a layer of wonder to the practical features of the Focus.
Video production
With a new genre premiering each episode, and a cast of growing characters written by fans, I was responsible for putting together the style references each week. Alongside my Copywriter, we would write the new script and approve costume, location, and storyboards for the shoot with our production team.
Producing each episode in 3 days
- Day 1: Each new episode was shot in a day, with editing starting on-site
- Day 2: First cut was ready for client review by end of day
- Day 3: Final cut was produced with color correction, VFX, sound, and music, then exported in multiple video formats for distribution.
Final website
Promotional materials
Lastly, in addition to traditional digital media, to encourage even more story submissions we created fantastical PR kits to be shared with film schools.
