Ford: Eat
My Dust

Ford was launching the Ranger Raptor in Europe, the first time its performance Raptor line had been available outside the US, and it needed a compelling story to get people interested.

The Raptor promises to leave everyone else eating its dust. So my copywriting partner and I thought the least we could do was make it taste nice. We teamed up with four of Europe’s top chefs, set them loose in a Raptor for a few days, and challenged them to create a delicious dish using real dust that our competitors would actually enjoy eating for a change.

I art directed the design system, the photography and the film, working with a tiny production crew to produce strong visual assets on a budget.