The Ford Performance team wanted to introduce their full lineup and also reach a broader audience, including women. I came up with a concept based on real people and grounded in a real insight: driving a performance vehicle can lift your mood. It was a runaway hit. For the first video, the creative team members found an amazing stunt driver and diverse range of people struggling with relatable life stresses—from teenage social pressures to stressful jobs to caring for ailing parents—and surprised them with an experience they’ll never forget. The campaign grew from there, encompassing everything from a diverse range of videos to an active Facebook group to Speed Therapy-branded swag and ASMR content.
Copywriter, Creative Director
Conceptual, Content, Content Writing, Copywriting, Creative Direction, Creative Research
Branded Content, Social Media Content, Social Media Copy