Ford "The Beast"

Background
Ford had an overstock of lower-trim F-150 models in the Northwest region that needed to move quickly.

Assignment
The brief asked for a retail-focused campaign that moved trucks off lots and mention the offer “three times”. But instead of following the formula, my copywriter partner and I saw an opportunity to make something better, something that would still drive sales while elevating the creative. We wanted to prove that even a retail ad could feel cinematic, emotionally resonant, and true to the spirit of the region and the Ford brand.

Solution
We developed The Beast, a bold, moody campaign inspired by the fog, forests, and raw power of the Pacific Northwest. With a one-day shoot on a tight budget in Washington, we produced a :30 broadcast spot, :15 digital cutdowns for Hulu and YouTube, :06 pre-rolls for social, and a suite of supporting assets including website banners, digital ads, print, and dealership signage. The campaign traded hard-sell tactics for atmosphere, emotion, and authenticity, something totally unexpected in the retail space. We set out to reimagine what a regional retail campaign could look and feel like and developed a concept that stood apart from conventional car ads, evoked a visceral emotional response, and still drove consumer engagement and sales.

Results
The Beast outperformed expectations across every key metric. The campaign not only helped clear inventory of lower-trim F-150s in record time but also delivered higher engagement and stronger brand perception in the region. Its cinematic tone and distinctive storytelling resonated deeply with audiences, standing out from typical retail clutter and earning praise from both the client, custumers, and internal teams. The campaign’s success led to adoption by multiple Ford regions nationwide and earned our team the honor of presenting it directly to the president of GTB, solidifying its status as one of the agency’s most celebrated regional campaigns.