FORD: Another Smart Reason

Team Detroit, Ford’s agency of record, drafted me to oversee the production and post-production for JWT Melbourne’s 'Another Smart Reason' to buy a Ford campaign in Australia. The catch? Most Australians didn't have a favorable view of Fords. Our task was to shift that perception by identifying and featuring the individuals who actually appreciated the brand. Despite this challenge, we managed to create 22 spots within a tight six-week timeline through an exhaustive interview and casting process conducted in and around Melbourne.

Concept Development | Art Direction & Design