Built Ford Proud
A brand campaign to evolve the “Built Ford Proud” tagline — which have historically focused heavily on Ford vehicles and equipment — to focus more on the people behind the wheel and the causes they stand for.
The campaign features actor Sydney Sweeney, world champion surfer Kai Lenny and stunt driver Dee Bryant, who’s been breaking stereotypes in the industry for years.
A brand evolution
We made an unprecedented design change to the Built Ford Proud logo and shifted from heroe-ing the company and its vehicles, to hero-ing the drivers who drive Fords.
From this
To this
Credits
Role: Art Director
Writer: Tedd Wood
Team Sydney and Kai: Laura Bailey and Jen Hubbard
ECDs: Stuart Jennings and Eric Helin
Director: Lucy Sandler (Sportscar)
Photographer: Ariel Fisher (Sportscar)
Editor: Matt Burke
Producers: Sam Pasquesi and Connor Dean
Color: Tom Poole