Successful design often goes unnoticed. The 2016 Ford car campaign, Details by Design, highlights the numerous details that go into every decision before a vehicle hits the market. Through web videos, a podcast collaboration with Gimlet Media’s Surprisingly Awesome, and social content we launched the 2016 fleet.
My role on this project was to concept, storymine, interview (so many) engineers, capture content on-set, and edit. I was the creative lead for the podcast content.
Agency: Team Detroit | Copywriter: Kristin Wellmer | Art Director: Colleen Hill | Creative Directors: Chris Walton, Doug James
When you’ve upped your breakfast game, you’ve got to make a sizzle-worthy announcement. To launch Holiday Inn Express new breakfast options, we collaborated with some big names in the SEC like Paul Finebaum, Maria Taylor, Jesse Palmer and some guy that was on The Bachelor. Ogilvy created a Facebook Canvas Quiz, Instagram Story content and a unique web page to support the launch.
Agency: Ogilvy | ACD/CW: Kristin Wellmer | CD/AD: Brad Sarmiento | GCD: Matt Spett, Chris Dutton
The RAV4 The Win campaign puts a fun twist on tech features like the Foot Activated Power Liftgate. This spot encapsulates one man's determination to bring absolutely all his purchase inside in just one short trip. Thankfully, the RAV4 will always be there to save us from ourselves.
*This spot was aired locally during the 2018 Super Bowl.
Agency: 22squared | Senior CW: Kristin Wellmer | ACD/AD: Francisco Vargas
Futurists at Ford are looking ahead by exploring transportation outside of automotive. To raise awareness about Ford’s mobility experiments, we teamed up with Gimlet Media’s podcast, Start Up to start a conversation around the future of transportation through pre-roll and midroll content.
I was the writer and one of the lead creatives on this project. The sponsored podcast was highly successful in shifting brand favorability.
Agency: Team Detroit | Copywriter: Kristin Wellmer | Associate Creative Director: Colleen Hill | Creative Director: Anita Salomon
Ford partnered with Funny or Die to create a web series around an average group of co-workers that have a few issues like being on time for work.
I was lucky enough to collaborate with freelance writers from the Powerpuff girls TV show to create fun and humorous scripts for Ford.
Agency: Team Detroit | Copywriter: Kristin Wellmer | Creative Directors: John Stoll, Anita Salomon
At DigitasLBi, I worked on digital content for the Delta brand's website, digital boards, seat backs, billboards, and mailers.
Agency: DigitasLBi | SR CW: Kristin Wellmer | AD: Konyin Ayuba | CD: Molly Crawford
Celebrating the versatility of the Ford fleet, we collaborated with various influencers that embodied style, tech, sustainability, and fun through the Point of View web series.
I worked on developing scripts, talking points on-set, and the final edit.
Agency: Team Detroit | CW: Kristin Wellmer, Jennifer Neff | AD: Nicole Macey | CD: Tony Wolski
Hardware is an easy update that can subtly change the look and feel of your space. The Home Depot launched trending styles on social by creating flat lay moodboards that would help consumers mix complementary metals and offer up new ideas for their home. The work resonated across Facebook, Instagram, Instagram Stories and Pinterest, driving to both The Home Depot blog for brand awareness and retail page.
The campaign went over so well with our clients, they requested files for their personal desktop backgrounds. This treatment evolved into an ongoing annual series for The Home Depot.
Agency: 22squared | SR CW: Kristin Wellmer | AD: Katie Davis | GCD: Sanders Hearne
"Someday you and I will see the day when auto bodies will be grown on the farm."
-Henry Ford, 1934
An innovator, ahead of his time. Henry Ford dreamed of integrating the industrial and agricultural workforces. The Ford Sustainability team continues his passion today by implementing waste by-products like soy, tomato skins and coconuts into car parts.
We collaborated with the T-Brand studio at The New York Times and Public Record to tell our story through a video and written piece. My role on this project was to mine for stories, conduct interviews, capture content on-set, fact-check, develop and write the NYT article with their studio team.
Agency: Team Detroit | CW: Kristin Wellmer | ACD: Brad Jendza, Todd Hostettler | CD: Chris Walton
Interface considers how flooring affects the efficiency and well-being of those who interact with it. The Positive Spaces campaign explores what makes a successful environment for people whether they’re experiencing it for a few minutes or day in and day out for years to come. We spoke with owners, employees and their guests from across the globe to gather strategic insights that inspired the campaign.
Agency: 22squared | SR CW: Kristin Wellmer | AD: Katie Davis | CD: Roy Torres
In our efforts to stay relevant, entertaining and reach out to those less-than-interested in Ford vehicles, the creative team live-tweeted the iPhone 6 launch with the hashtag #wegotthat2.
I was a part of concepting, writing and preparing tweets before and during the launch.
The light-hearted conversation was picked up by AdAge, CNBC, Google Marketing and Marketing Land.
Agency: Team Detroit | CW: Kristin Wellmer | SR CW: Jennifer Neff | CD: John Stoll