The Future Comes Standard

The California Ford group wanted a campaign platform that specifically talked to their unique and massive market. A campaign that had longevity, was cut-through, and spoke to all Californians. So, my partner and I came up with the Future Comes Standard. We shot all the footage in different regions of California, with specific focus on creating a more diverse cast, and paid extra attention to wardrobe, props, and everything in between. We wanted to reach new audiences and not the typical “truck guy” that Ford usually speaks to. We also wanted to feature the diversity of the state’s unique and beautiful landscapes, and demonstrate why Ford is the best option for California. Our team produced and edited over 20 spots for different vehicles, offers, and media placements.

For a place that prides itself on being on the cutting edge, Californians are behind-the-times on how they see Ford—and it’s time to update them. To remind them that innovation is what our company was built on. And where the other brands want to change the world, we want to change people’s lives. So we build vehicles where the future doesn’t feel weird. With technology that’s seamless. Features designed to make life easier, not impress the newspapers. In other words we want you to drive an electric truck, not a triangle. It’s the uniquely Ford take on innovation, and in the most cutting-edge state in the country, we make it available to the masses.