The Beast campaign is the result of my copywriter partner and I doing something totally different than what the brief asked, even though we presented our clients with other options that were more retail-heavy/on-brief. We wanted to make something that looks different, sounds different, and is a complete departure from other “salesy” retail car spots, which was what we were ultimately tasked with creating. This campaign leans into the moodiness of the Northwest region, and how it feels to drive a powerful F-150 through the foggy, lush mountains. Moral of the story is, f*%& the brief sometimes.

We shot all the footage on a tight budget 1-day shoot in Washington state and produced :30 broadcast tv commercial, :15 cutdowns for digital video placements, hulu, YouTube, etc, and :06 video for YouTube pre-roll and social. In addition to the video work, we also created hero banners for BuyFordNow.com, static and H5 banners, print ads, and in-dealership signage, window clings, and posters.

The Beast campaign was extremely effective in the region, well-received by consumers, and was picked up by other regions around the country as well. The campaign has received a lot of recognition within the agency and my partner and I were asked to present the campaign to the president of GTB.