Ford Campaign

I was fortunate enough to be selected to drive and experience the all-new Ford Focus while it was still in its prototype stage. During this project, I captured fresh marketing content for Peoples Ford and developed all-new campaign material to support the vehicle’s launch.

Campaign Overview

The Peoples Ford 2018 campaign for the release of the Ford Focus ST Line X was an exclusive photoshoot and content creation project, celebrating one of the first prototype models of this highly anticipated vehicle in the UK. Working closely with the Peoples Ford team, the goal was to create a visually engaging campaign that not only highlighted the car’s design and performance but also built anticipation leading up to its official release.

This project offered a unique opportunity to be among the first to capture the true essence of the Ford Focus ST Line X — emphasising its sporty character, refined styling, and cutting-edge features through bold, high-quality visuals and storytelling-driven content.

Creative Direction and Visual Storytelling

The campaign’s visual direction was designed to align seamlessly with the car’s dynamic and modern aesthetic. A series of urban and suburban locations were selected to showcase the vehicle’s versatility, allowing the Focus ST Line X to feel at home in both everyday environments and more stylised, high-impact scenes.

Lighting, angles, and framing were carefully considered to enhance standout design elements such as the distinctive grille, sporty body contours, and premium ST Line finishes. By combining detailed close-ups with dramatic full-profile shots, the campaign communicated sophistication, energy, and modernity — capturing the attention of the style-conscious driver and reinforcing the Focus ST Line X as a bold, contemporary choice.

Execution and Outcome

As one of the first teams in the UK to work with this prototype model, the campaign capitalised on its exclusivity to generate buzz among potential buyers and automotive enthusiasts. High-resolution imagery and short-form video content were optimised for multi-channel distribution — including social media, the Peoples Ford website, and digital advertising — creating a cohesive and consistent brand presence.

The content received strong engagement across platforms, significantly increasing visibility for the Ford Focus ST Line X even before its official release. The project set a benchmark for future collaborations, combining standout visuals with impactful storytelling that deeply resonated with the target audience.