Ford F-150 is bold, hard and working and well crafted. So, we wanted the design of the campaign to convey those qualities.The backbone of the spots is Dennis Leary's RANT. We wanted the type to match his rhythm and energy. So, the animation and typography are constantly moving, yet still readable, dynamic and large. As a counterpoint, the trucks themselves are solid and grounded—shot in actual locations, kicking up real dirt and dust.

The environments are an amalgam of both graphic and photographic images. Each spot is linked to a real truck-centric location: Pacific Northwest woodlands, Texas cattle country, Kansas flatlands, etc. The goal was to create a new and different look in the truck category, without sacrificing authenticity.