Ford, Fathom, A Name Reveal

ROLE: Creative + Director

CLIENT: Ford

How do you introduce a new Ford without actually showing it?

That was the creative challenge behind the name reveal of Ford Fathom. A vehicle designed to challenge the traditional idea of a truck, built for an entirely different kind of audience.

We wanted to showcase what this truck could make possible. So our focus was on the people, the places, the adventures and the little moments that bring colour to our everyday lives. We wanted to give audiences a glimpse of the vehicle's soul before they see its name.

Our answer was a 60-second, entirely hand-drawn flipbook animation.

Told from the vehicle's perspective, the film moves through an evolving world of people, relationships and experiences, brought to life through the charm and artistry of handcrafted illustration.

As Lead Creative and Director, I shaped the narrative and visual approach, bringing together 20 animators from more than eight countries. A wonderfully ambitious exercise in creative collaboration, where maintaining a consistent feel was every bit as important as the craft of each individual frame.

It was a global labour of love, celebrating human ingenuity and creation to reflect how Ford had done the exact same with their all new truck, The Fathom.