It’s been 24 years since the last Bronco came off the line at Ford, so the iconic brand knew it needed to make a bold statement for the 2020 rerelease of its off-road workhorse. As their creative agency, Wieden+Kennedy’s internal team collaborated with Musicbed composer Ryan Taubert and Director Salomon Ligthelm to create a sound as epic as the campaign.
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.
Documentary filmmaking takes a lot of grit, to say the least. The conditions can be anything but favorable, the stories you’re hunting for can feel just out of reach, and the characters can sometimes be at their breaking point. After two devastating hurricanes hit the island of Puerto Rico in 2017, knocking out their power grid, awareness around the island’s situation surged before steadily tapering off.
If you’ve thought there must be some secret to breaking into the high-end commercial film world, then the conversation we had with Über Content Founder Preston Lee is going to be a little bit disappointing. Because, as Preston told us — and as you’ve probably suspected deep down in your heart of hearts — the only real “secret” to breaking in is doing amazing work.