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The Fiesta Project

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Concept Development / Storytelling / Direction / Art Direction Our challenge was to generate buzz and awareness about a car among a generation of buyers who associated Ford almost exclusively with SUVs and Mustangs. Our solution was to utilize young people with a strong social media presence (people with a serious following on YouTube, Twitter and Facebook) to create 17 videos that showcase the features of the Ford Fiesta in creative and unexpected ways. Videos were part of the online experience on FordVehicles.com as well as existing on a dedicated YouTube Channel. The videos generated over 3 million views and over 91% positive ratings from viewers. I worked with the creative team at Team Detroit to develop concepts and was the art director on the shoots and edits as well as the simple infographics. I also worked on the designs for the YouTube channel and Twitter pages.
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  • Our challenge was to generate buzz and awareness about a car among a generation of buyers who associated Ford almost exclusively with SUVs and Mustangs. 
     
    Our solution was to utilize young people with a strong social media presence (people with a serious following on YouTube, Twitter and Facebook) to create 17 videos that showcase the features of the Ford Fiesta in creative and unexpected ways. 
     
    Videos were part of the online experience on FordVehicles.com as well as existing on a dedicated YouTube Channel. The videos generated over 3 million views and over 91% positive ratings from viewers. 
  • Credits:
    Group Creative Director: Stu O'Neil
    Creative Director: Sue Driscoll
    Associate Creative Director: James Robinson
    Sr. Art Director/Motion Graphics: Stephanie Kohnen
    Sr. Copywriter: Adam Burkett
    Director/DP: Aion Viele

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