Launching a truck before it existedF-150 Launch

2015

Associate Creative Director

Web Design

Photography Direction

CGI Direction

Asset Development

Media Development

The all-new F-150 needed a complete launch ecosystem before production vehicles were available to photograph. Real locations were captured across the American Southwest, then combined with carefully directed CGI vehicles to create the imagery, media, and website that introduced the truck to the public.

Associate Creative Director / CGI / Vehicle Launch

We built the launch world before the first truck rolled off the line.

The all-new F-150 was ready to be introduced, but the physical truck was not yet available for a conventional production. We photographed real working environments across the Southwest United States, then integrated precisely rendered CG vehicles into those locations to create a believable, flexible asset system before production models existed.

As associate creative director, I led the web design and oversaw the location shoots, CGI, retouching, asset development, and media production from end to end. Those pieces came together in the primary Ford.com launch experience—the central destination for the truck's materials story, capability demonstrations, testing content, technology, specifications, and every major piece of vehicle-launch information.

Interactive F-150 material story comparing military-grade aluminum alloy and high-strength steel

F-150 testing experience featuring proving-ground footage and demanding real-world challenges

F-150 efficiency story showing a truck towing heavy equipment through a desert landscape

Red Ford F-150 illuminated at night beside an industrial harbor

Layered views of the F-150 launch website covering testing, materials, engines, and manufacturing

Credits / details

RoleAssociate Creative Director, Web Design, Photography Direction, CGI Direction, Asset Development, Media Development

ServicesCreative Direction, Digital, Photography, CGI, Vehicle Launch

Year2015