Customer Experience Films
Objective: Create an empathetic series of films and presentations focusing on Ford’s front-line, customer-facing employees.
To connect with a global audience, we knew we had to find a way for our various audiences to empathize with these stories – powerful, human stories expressing Ford’s CX global vision. Landing on the theme, "Built on Trust," our team envisioned and produced a 360º suite of materials that included multiple keynote presentations, six global short films, and multiple educational experiences. Each component weaved together to not only communicate the CX vision, but to find an emotional stronghold with our audience, telling real, authentic stories involving actual Ford customers, Dealers, and FordPass Guides.
Three customer-centric stories were set in the Cumberland Plateau, GA; Minneapolis, MN; and Pretoria, South Africa. In addition, we created an opening anthem for the "Embracing CX" presentation, "There For Each Other," and shorter supporting films featuring two FordPass Guides.
The Cumberland Plateau film, "Radiator on His Back" was shared by Ford's Chief Customer Experience Officer, Elena Ford, on her LinkedIn page – and since the initial launch of the "Built on Trust" series, we've released a new film each quarter to add to the collection.
Location: Global employee network / Internal presentations
Audience: B2B, Employee Engagement
Scope: Creative Director, Writer
Awards Won: Gold Telly + Silver Telly in the 2021 Telly Awards