F-150 Lightning

In my role as Director of Experience Design at VMLY&R, I spearheaded a swift and extensive launch for Ford's groundbreaking all-electric F-150 Lightning truck, overseeing its public unveiling and entire model year cycle rollout. This involved developing shot lists, moodboards, and coordinating photography and video planning in collaboration with project managers, client representatives, and a comprehensive production team. I directed the creative vision through two significant offsite shoots, provided guidance for CG renders, utilized a 360 colorizer, and played a key role in designing the vehicle websites for the public reveal, retail, and fleet aspects of the launch. I continue to lead the experience design and strategy for all following model years of the vehicle.


Role Website UX/UI

Director of Experience Design

Role Photography

Creative Director


2021 - 2024


The results and awards for participating in this truck increases every year. F-150 Lightning is currently the Edmunds Top Rated Electric Truck of 2024.


Increase in Video

Successfully, we quadrupled the amount of video content on ford.com, surpassing the volume featured for all other vehicles.


Traffic Increase

The excitement and engagement generated by the Lightning Truck contributed to a notable 20% increase in website traffic.


Conversion Rate

Achieved a remarkable increase in the conversion rate, elevating it to an impressive 47% for potential customers opting to order a Ford Lightning truck.