Chloé Zhao, who earlier this year won Best Picture and Director Oscars for Nomadland, directed this spot for Ford out of Wieden+Kennedy New York. Titled “Make It Revolutionary,” the commercial debuts during the opening ceremonies of the 2021 Olympic Games. For the film, Zhao brings the human side of the transition to electric vehicles to the fore, showing how this revolutionary technology can still feel incredibly familiar. Zhao’s human-centric approach to storytelling enabled her to draw out extraordinary performances from a cast of primarily non-actors.
Zhao–who directed the Ford project via production house Caviar–also has a personal connection with the Ford brand. She built a camper van out of a Ford Transit and often travels and works from it. The protagonists in her films are often seen driving a Ford vehicle.
“Make It Revolutionary” was a green production from end-to-end, indicative of the breadth of Ford’s larger sustainability goals as a company.
In 2021 alone, Ford has electrified three of its iconic nameplates, with the introduction of the F-150 Lightning, the Mustang Mach-E, and the E-Transit van, vehicles that are fun to drive and have unique performance and capabilities only possible because of electrification.
Credits
Client Ford Agency Wieden+Kennedy New York Karl Lieberman, executive creative director; Stuart Jennings, Eric Helin, creative directors; Jake Thompson, copywriter; Alex McClelland, art director; Nick Setounski, head of integrated production; Jess Griffeth, executive producer; Jordan Leinen, sr. producer; Rodrigo Nino, producer; Alix Toothman, strategy director. Production Caviar Chloé Zhao, director; Greig Fraser, DP; Rebecca Donaghe, line producer; Michael Sagol, managing partner. Editorial Joint Matt Burke, editor; Elaine Green, Matt Clark, editorial assistant; Kari Ickert, sr. post producer; Michelle Carman, exec producer. VFX Preymaker Adrian Hurley, VFX supervisor; Greg Cutler, Kevin Quinlan, VFX 2D lead; Kevin Quinlan , Simon Holden, Hieu Phan, Tim Bird, Raymond Volker, Matthew Tremaglio, Phil Massimino, Ben Weaver, VFX artists; Zach Fortin, Gwen Frey, Katherine Lannon, VFX producers; Melanie Wickham, Verity Kneale, exec producers. Color Company 3 Jill Bogdanowicz, colorist; Matt Moran, color producer. Music Emile Mosseri, composer. Music Premier Music Group Winslow Bright, music supervisor/exec producer. Audio Post Sonic Union Steve Rosen, sound designer/mix engineer; Joey Glick, assistant engineer; Justine Cortale, studio director.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
