Ford champions strength and adventure in latest F-150 campaign

Ford Middle East partnered with creative agency VML and global production house Crater to bring the newest variation of its F-150 campaign to life. Building on the ‘Make Way for the Beast’ platform that was launched in 2021, the  ‘Here Comes the Beast’ campaign focuses on the brand’s ongoing narrative of strength and resilience.

To bring this vision to life, global production company Crater collaborated with VML Agency and Ford Middle East on a high-impact content series that highlights the truck’s capabilities. Directed by Sovereigns, the production aimed to create a dynamic, visually arresting campaign that resonated with Ford’s regional audience.

The project demanded an ambitious multi-location shoot, capturing a range of extreme environments to showcase the versatility of the Ford F-150.  From rocky desert landscapes to urban streets, every setting was chosen to reinforce the truck’s power, endurance, and ability to tackle any challenge.

“Finding physically demanding locations were key for us to ensure the outstanding all-terrain capability of the F-150 was loyally represented on screen,” says Sovereigns Director, James Hulbert. “I knew from the outset this was about getting the F-150 to walk-the-walk whilst also capturing our shots in such a way to immerse the audience in the sheer thrill of driving.”

Cinematography played a crucial role in translating this energy to screen. “James and I agreed from the outset that we wanted to shoot it with some grit,” adds DOP Toby Plummer. “We kept exposure on the lower end and shot largely handheld to translate the energy and adrenaline to screen.”

The campaign video draws a parallel between human endurance and machine capability – showcasing the F-150 as a vehicle engineered for strength and resilience. Whether powering through an intense gym session or navigating rugged landscapes, the visuals reinforce the idea that the truck is built to keep up with an active, demanding lifestyle. Through high-impact cinematography and dynamic storytelling, the production captures the raw energy and durability that define both the driver and the machine.

Beyond aesthetics, cultural relevance was a priority. The production incorporated the landscapes of the Arabian Desert alongside regional motifs such as traditional attire and a falcon, ensuring the campaign resonated with Middle Eastern audiences. Product features were subtly integrated, maintaining focus on the overall narrative rather than overt branding.

The commercial aims to generate an immersive experience that embodies the spirit of the F-150, bringing both the vehicle and its capabilities to life.

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