A smarter kind of rivalryHybrid Games

2013

Associate Creative Director

Art Direction

Digital Creative Lead

Casting

Website Design

Interactive Design

Social Content

Hybrid Games put the Ford C-MAX Hybrid head-to-head with the Toyota Prius through a series of comedic, Olympic-style challenges. As associate creative director, I helped lead the campaign from casting and production through the website, interactive experience, and social content—extending Ford’s La Linea broadcast world into a distinct digital story.

Associate Creative Director / Ford C-MAX

Taking a famous animated language from broadcast into a playful digital competition.

Ford introduced the C-MAX Hybrid at the brand level through La Linea, the iconic single-line animation. Our digital team extended that visual world while creating a story of its own: Hybrid Games, a series of comedic Olympic-style events that tested the C-MAX against the Toyota Prius across performance, efficiency, comfort, space, and everyday utility.

As associate creative director, I was involved across the entire campaign—from casting the sportscaster duo and art directing the video shoot to designing the site and its interactive components. I carried the work through the full agency process, shaping the films into web, YouTube, social, and other consumable content that made the product comparison entertaining without losing the vehicle story.

Ford C-MAX Hybrid Games website combining La Linea graphics, competition videos, and vehicle comparisons

Ford C-MAX beside a celebratory La Linea character on a blue background

Ford C-MAX Hybrid Games YouTube channel featuring the Semi Pass video challenge

Hybrid Games sportscaster duo wearing green jackets and broadcast headsets

Credits / details

RoleAssociate Creative Director, Art Direction, Digital Creative Lead, Casting, Website Design, Interactive Design, Social Content

ServicesCreative Direction, Film, Digital, Social

Year2013