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.
CreditsClient 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 Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More