Integrated creative company Brand New School recently completed a national campaign for Ford via Team Detroit to help launch its annual Built Ford Tough Sales Event. Directed by Jonathan Notaro, the series of four commercials is a new take on the auto manufacturer’s popular spots for their best selling line of trucks.
Taking center stage in the campaign is a spot that showcases the versatile lifestyle options of the Ford F-150 with a mix of heavy live action elements and bold animation. Also included are three more animation-focused spots, all of which hit the air during the opening week of the NFL regular season. Taking inspiration from the iconic graphic design work of Saul Bass, these football-centric spots offer a fresh visual approach to this widespread campaign.
“We’re honored to have contributed on this campaign for Ford,” says Brand New School Managing Partner Devin Brook. “The collaboration with Team Detroit was an ideal fit because of the diverse nature of the job, requiring strong live action and design to put a unique spin on this instantly recognizable campaign.”
Title: Built Ford Tough Sales Event Spots
Agency: Team Detroit
Production Company: Brand New School
Director: Jonathan Notaro
Art Director: Kris Wong
Producers: Steiner Kierce, Johnna MacArthur
Flame Artists: Mark French, Greg Cutler
CG Leads: Marcus Stokes, Russ Wootten
3D Animators: Val Sinlao, Mike Cahill, Danka Chiang, Garrett O’Neill, Billy Maloney, Kim Im
2D Animators: Scott Uyeshima, Brian Do, Phil Guthrie, Nhi Vho, Ken Quemuel, Kyle Anderson, Mike Milyavsky, Nate Mulliken
Tracking: Bogdan Mihajlovic
Designers: Kris Wong, Sakona Kong, Waka Ichinose, Brandon Smith, David Chen, Joel Watkins
Editor: Erik Barnes
Assistant Editor: Sterling Robertson
Storyboards: Max Forward
Colorist: Tom Poole (Company 3)
About Brand New School:
Brand New School is an integrated creative company that believes in the power of design to tell stories and shape experiences. For over a decade we’ve been at the creative vanguard, telling stories, solving problems and shaping experiences for the world’s most influential brands. Our process prizes collaboration, research, experimentation, laughter, failure, and discovery. We’ve been practicing these principles from our studios in New York and Los Angeles since 2000. While we’re proud of our illustrious history, we’re far more interested in writing the next chapter.