The F-150 is Ford’s biggest selling vehicle and best selling truck 51 years running. So the introduction of the new 2018 model was paramount to break through and remain the undisputed champion. Unfortunately for Canada no vehicles were available to shoot so all assets had to be creatively reconstructed from various US footage and carried out thorough out an entire channel strategy ecosystem so a very retail approach had to be taken and brand level creative to build affinity was put aside until after the launch.