Role: Designer + Creative Director
Production Company: Sibling Rivalry
As part of Sibling Rivalry's on-going collaboration with Ford and Westfield at the WTC, we created two distinct campaigns that uniquely that uniquely demonstrate Ford’s leadership role in our mobile future and drive foot traffic to the Ford Hub.
The first campaign- “What If”- turns the screens into an open conversation. Through playful questions, we highlight how small changes and innovative thinking can make people’s lives better and give us more freedom to move.
Our goal was to inspire curiosity with metaphorical questions, tactile objects, playful vignettes and human interaction. To create a sense of optimism and pique curiousity, we mixed stop motion with illustration, 3d and live-action for a whimsical and graphic feel.
As an extension of the “What If” campaign, we created a bold, graphic messaging system to emphasize the Hub’s arrival and encourage vistors more directly. The oversized typography, vibrant gradients and poster-like designs stand out in the space and work particularly well in the horizontal format.
Director + ECD: Mikon Van Gastel
Lead Animators: Keith Yan, Justin Zurrow
Producer: JoJo Mu