Oversaw the design and execution of a responsive, customizable configuration experience for the highly-anticipated launch of the 2021 Ford Bronco and Bronco Sport.
The 2019 Ford Edge reveal, including the first ever performance SUV from the brand - the Edge ST. Beyond performance it comes with a suite of standard driver-assist technologies that create more confidence behind the wheel. Backplates shot with photographer Uli Heckmann. CGI renders in collaboration with Recomm Farmhouse.
Driver-Assist technologies assets were created with a human-centered approach. Thoughtful consideration went into the way we told the stories of how these advanced features work in a meaningful way.
Creation of reveal assets for the 2018 Ford EcoSport. Our team headed to Portland, Oregon with photographer David Westphal to shoot locations for backplates. The vehicle was rendered in post-production. Our task was to tell a story of a small vehicle in a big world with endless possibilities for people looking to downsize in lieu of experiences. I was involved in concept ideation, location scouting, talent selection, shoot direction, image selection, and retouching direction. Our agency team heavily collaborated with the photographer and retouchers before, during, and after the shoot.
Creation of reveal assets for the 2017 Ford Focus. Our team headed to San Diego with photographer Jeff Ludes to shoot several models of the vehicle and tell the story of its robust features while also balancing the perfect amount of lifestyle. I was involved in concept ideation, location scouting, talent selection, shoot direction, image selection, and retouching direction.
Ford Social is a robust website delivering curated content to over 140k Ford owners, advocates, and fans of the brand. Our team was tasked to make this content delivery more intuitive, engaging, and overall enjoyable while also improving the navigation and making the entire experience responsive.
Role: Associate Creative Director
Our diverse team of experts completely overhauled the design and functionality of the Ford consumer websites across the globe. We adhered to usability and accessibility best practices, while implementing the highest level of strategic marketing research and goals, to create a fully responsive digital experience. I worked on numerous sections of the sites, while constantly working toward and envisioning the whole site experience. This initiative took over a year to complete and has been implemented in dozens of global markets.
As part of the Ford Global UX Redesign project, our team was tasked with giving the Build & Price experience a face lift, while also making it user friendly and intuitive across dozens of global markets. This configurator tool makes up 18% of traffic globally. We created a responsive experience that works for different language requirements and different vehicle types, including commercial.
The Children's Center has been helping heal Detroit kids and their families for over 100 years. The problem was, it had little to no name recognition. Our team was asked to create a fundraising campaign designed to introduce this amazing place to a younger target. The solution was an all-encompassing experience both informing and energizing the community around all the good work the center does.
By tapping into the popularity of pop-up restaurants, we designed a campaign around intimate dinners hosted by The Children Center. We then worked with prominent local philanthropists and companies to sponsor the events while leaning into their social channels. We created a landing page, email cadence, direct mail, a leave-behind piece as well as branding and event posters all to support this worthy initiative.
At Quick Lane®, there’s a difference. You get extraordinary service for routine maintenance, a full range of services performed by factory-trained experts at over 700 locations. So in 2014, when they asked for a fully responsive website to help serve their customers better, we made it our promise to deliver.
After taking a comprehensive look at the competive market, we saw several areas where we could emerge stronger and knew we needed to create a relevant and engaging mobile presence including GPS services and cater to customers that use other devices like tablets and laptops.
Lincoln Motor Company rebranded themselves and wanted to communicate with users on a more personal level. I had the pleasure of working on the pilot program of an online shopping tool that personalizes and streamlines the car-buying experience on a luxury scale. This is achieved by linking customers with a concierge, easier ways to communicate with dealers and other personalized recommendations such as articles and product features.
As Associate Creative Director for this project, I managed a team of six art directors who designed and implemented key components of the program, including an overview video, webpages, search features, video chat and a photo shoot.
The luxury automotive brand Lincoln received a total website refresh in 2013. As the digital associate creative director directing this project, I supervised the team responsbile for site design and production. That included providing creative direction to the team plus creating a new site style guide. The result: elevating the brand and creating a seamless, user-friendly experience across all platforms.
