Female crew powers Ford spot targeting women
June 13, 2018

Female crew powers Ford spot targeting women

LOS ANGELES — Work Editorial's Trish Fuller teamed up with director Peyton Wilson and Global Team Blue to create a new, heartwarming spot that promotes Ford’s latest EcoSport vehicle. Vicky's Hot Air Balloon Ride marks the second spot in Ford's latest digital campaign, which follows a young woman driving an EcoSport, discussing her painful past and why the dream of riding in a hot air balloon means so much to her. 


Produced by Chelsea Pictures, the new spot is part of a campaign that is female-targeted, aimed at young women in their 20s to 30s, as well as empty nesters. The crew was also comprised of many women in strong roles, something that’s unusual in automobile branding. 

“I’m not out there very much producing jobs, but I really wanted to be there with this strong female crew," says Global Team Blue’s director of integrated production, Sumer Friedrichs. "This was everyone, including the AD, line producer, production designer, director, cinematographer, editor and, of course, myself. It is especially hard to get women approved on automotive projects because women just don’t have car spots on their reels.”

Fuller cut the spot, which runs nearly two-and-a-half minutes, on an Avid system. Imagery was captured with an Arri Alexa. A car camera and drones were also used for specific shots.