Ford Puma: 4 Years of Creative Agility

A multi-year creative stewardship of Ford’s best-selling European passenger vehicle. My role focused on creating "Hybrid" assets; campaigns designed to work simultaneously as paid marketing and organic PR stories.

Phase 1: 2020 Launch – Disruption
We needed to make noise. We combined PR-led entertainment with interactive marketing:

Earned: Puma ST vs. RC Racer.
A content piece designed for social sharing. By racing a replica RC car, we visualised the "Fun to Drive" DNA without saying a word.

Paid: The Next Level.
We turned the traditional car ad into a video game. This interactive film allowed users to interact with the car's features in a virtual world, driving record engagement times.

Phase 2: 2024 Refresh – Refinement With the nameplate established, the 2024 campaign focused on the New Breed.

Highlighting the matured exterior design and the new sophisticated digital cockpit. We pivoted the visual language from "Gaming/Track" to "Premium Urban," using high-contrast cinematography to showcase the updated body lines and lighting signature.

Photography - Frederic Schlosser