The La Linea digital shorts are videos developed by the digital team at Team Detroit (WPP), to introduce Ford's new line of C-MAX hybrid vehicles while challenging the Toyota Prius for superiority claims. The shorts are direct extensions of the national broadcast campaign for C-MAX and were launched in tandem. The intentions of the shorts is to quickly communicate the key features and superiority points of the C-MAX over Prius while maintaining a strong relationship with the broadcast spots.
The process included a global routing chain from inception and direction in-house at Team Detroit, pre-flight by Shilo in NYC, illustrated and keyframed in Italy at Quippos, and then shipped back to Shilo for final animation and delivery.
Agency: WPP Team Detroit
Creative Director: Jennifer Powers
Associate Creative Director: Justin Ivey
Art Director: Ryan Breight
Copywriter Lead: Ed Cole
Producer: Maureen Marnon
Animated, Edited, and Composited by Shilo NYC.
Official branded YouTube channel: youtube.com/user/FordCMAXNA
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