F-150 Lightning

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

The Fast Plan

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.

Design & Direction

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).

Photography Art Direction

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.