In the Summer of 2021, Ford was electrifying the country’s favorite truck, The F-150 Lightning. And we were asked to help announce one of the most exciting vehicle launches to date.

Whether you are a “truck person” or not, it’s undeniable that the decision for Ford to take their number 1 selling vehicle and electrify it marks a monumental shift toward taking EVs mainstream.

Ford was taking the familiar and making it revolutionary.

To be honest, our job was relatively simple, because the thing speaks for itself. The F-150 Lightning is more capable and all around a more powerful truck than its gas-powered predecessor.

Even President Biden test drove it and approved.

Before the physical vehicle unveiling, we began the campaign with a teaser film to announce the name.

Here are some behind the scenes photos from our teaser shoot:

Then we released a film a week later that finally revealed the vehicle in full.

Creative Directors: Stuart Jennings & Eric Helin
Copywriter: Jake Thompson
Producers: Jordan Leinen and Bianca Cochran
Director: Diego Contreras and Wally Pfister