https://www.youtube.com/watch?v=DcnnsqCmByY

Ford | “Hammer Forged”

A mini campaign created for Ford Motor Company centered around the rugged utilitarianism of their F-series line of pickup trucks. Shot in under 7 hours in 1 day. Vehicle provided by Ford direct.

Hammer Forged (90 sec)

Relentless (30 sec)

Conceptualize /

Pre-production

Copy write all voiceover script, storyboard message and premise of ad, source voiceover talent via auditions.

Source / Scout /

Arrange Locations

Combine pre-existing extensive working knowledge of Johnson Valley along with pre-scouting to devise a shot plan based on theme of ad.

Source Participants /

Hero vehicle

Capitalize on crew’s off road truck experience to act as talent, drivers, and to take delivery of, and manage hero vehicle.

All field production

One day shoot, under 7 hours with a 4 man team including photographer. Shot with a RED camera package, Ursa Mini Pro, and aerial videography.

All post production

Edit/deliver main 90 second long form web video, augmented by a separate 30 second broadcast-style ad, all complete with still photography.

THE CHALLENGE

Develop a completely original mini video campaign complete with stills photography, from scratch, in the field in an extremely abbreviated and unpredictable time frame, with 1 loaner vehicle direct from Ford Motor Company, provided on a date undetermined until the week-of, with a small 4 man crew. Total time with vehicle was 6-7 hours, advance notice of vehicle availability was 48 hours prior.

THE SOLUTION

Pre-scout potential locations the day prior to shooting. Selected music track and copy wrote script prior to arriving in the field. Utilized pre-existing working knowledge of our shoot locations to maximize time on set, in the end producing 1 long-form 90 second video, and a shorter broadcast length 30 second spot honing in on the rugged capability and durability of the Ford F-series line of pickups. Generated a stills package with embedded team photographer to accompany the final mini campaign, while in the midst of shooting principle video.

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STILL PHOTOGRAPHY