Giving a decade-long very successful campaign a bit of a goose presents unique challenges, including maintaining tone and creative continuity while bringing a fresh perspective. To help with the launch of the new 2018 Ford F-150, Big Block director Paul Trillo brought all of his tools to the table, offering an innovative spin to the campaign.
Big Block worked closely with agency GTB, from development to previz, live-action, design, editorial, all the way through color and finish.
Trillo wanted to maintain the tone and voice of the original campaign while adding a distinct technical style and energy. Dynamic camera movement and quick editing helped bring new vitality to the “Built Ford Tough” concept.
Technically challenging camera moves help guide the audience through distinct moments. While previous spots relied largely on motion graphics, Trillo’s used custom camera rigs on real locations.
Typography remained a core of the spots, all underscored by an array of stop-motion, hyperlapse, dolly zooms, drone footage, camera flips, motion control and match frames.
Premiere was used for editing. CG was a combination of Maya and 3ds Max. Compositing was done in Nuke and Flame with finishing in Flame.