Hybrid Games
A smarter kind of rivalry
Project particulars
- CLIENT
- Ford Motor Company
- YEAR
- 2013
- ROLE
- Associate Creative DirectorArt DirectionDigital Creative LeadCastingWebsite DesignInteractive DesignSocial Content
- SERVICES
- Creative Direction / Film / Digital / Social
The brief / The approach
Hybrid Games put the Ford C-MAX Hybrid head-to-head with the Toyota Prius through a series of comedic, Olympic-style challenges. As associate creative director, I helped lead the campaign from casting and production through the website, interactive experience, and social content—extending Ford’s La Linea broadcast world into a distinct digital story.
Associate Creative Director / Ford C-MAX
Taking a famous animated language from broadcast into a playful digital competition.
Ford introduced the C-MAX Hybrid at the brand level through La Linea, the iconic single-line animation. Our digital team extended that visual world while creating a story of its own: Hybrid Games, a series of comedic Olympic-style events that tested the C-MAX against the Toyota Prius across performance, efficiency, comfort, space, and everyday utility.
As associate creative director, I was involved across the entire campaign—from casting the sportscaster duo and art directing the video shoot to designing the site and its interactive components. I carried the work through the full agency process, shaping the films into web, YouTube, social, and other consumable content that made the product comparison entertaining without losing the vehicle story.
