Title: The Next Catch
Client: Ford
Agency: GTB
Production: Spy Films
Role: Creative Director

Problem

Ford needed to grow F-150 sales while expanding who the truck was for. The category had become narrowly coded, limiting growth by reinforcing a single, familiar buyer profile.

Solution

As Creative Director, I led the campaign from concept through completion, reframing the F-150 as a vehicle for creating lasting experiences, not just getting work done. The work opened with a father–daughter fishing story that positioned the truck as an enabler of connection and memory, then expanded to spotlight other underrepresented owners, including women and people of colour. The individual stories ultimately converged in a collective film, where the trucks and their owners worked together to build a fish ladder — applying capability toward environmental good without sacrificing toughness or credibility.

Results

• Became the best-selling truck in Canada for the year

• Achieved the highest audience approval scores of any Ford spot at the time

• Generated strong completion rates and positive national response during broadcast

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