As the Senior Digital Art Director for VMLY&R, I led a fast & massive launch of Ford's new all-electric F-150 truck into public reveal. From shot list creation and photography planning with project managers, client-side, and full staff photographers, I led art direction for the 8-day offsite photoshoot, CG render guidance, 360 colorizer, designed the vehicle's website for retail as well as fleet side. Full concept to completion in under 3 months.
F-150 Lightning Reveal
Worked fast and hard with experience team on dual wireframes to create Sketch mockups while at the same time planning the photoshoot for assets since it was a new vehicle. Correlated planned assets against copyrighter's executions. Generated retail and fleet website designs in whiplash inducing time. More photography examples at bottom of page.
I based photography off of Ford's recommended heights and angles to get a breadth of vehicle views and required a few renders of vehicles into new scenes which were not included in scope to meet big client asks. Since the photoshoot did not include 2 vehicles, I had to concept a way to show power from the front trunk and bed of Lightning to demonstrate ProPower OnBoard (see below).
Leaning on the strength of the ROE Photography team, I directed the F-150 Lightning photoshoot in northern California in 2021. Dozens of assets were executed in various locations such as coastal, downtown cityscape, forest, construction, and residential.
