When you’re relaunching a brand as iconic as the Ford Bronco, there’s more than a little bit of pressure. It’s almost like remaking The Godfather. In other words, you better not screw it up or you’re going to have an army of angry fans at your door. Wieden+Kennedy’s team was facing this pressure head-on, and so much of their brand reveal hinged on the creative—specifically the director’s vision and the music.
The best stories are often the ones we find by accident while we’re working on something else. We don’t force them into being. They already exist. We catch sight of them and can’t get them out of our head. They’re a gift. Or, in Diego Contreras’s words, “a miracle.” And he would know. It was only after abandoning two fully formed concepts and scouting a completely unrelated project that he came upon the subject of his recent short film, The Sandman. Pound for pound, it’s one of the best films we saw last year. And it was a total accident.