Ford Pro is a global business unit within Ford Motor Company dedicated to helping commercial customers of all sizes electrify their fleets, boost productivity through software solutions, and lower total cost of ownership. When I joined Ford, there wasn’t even a finalized logo—so I’ve been involved in every aspect of bringing this brand to life, from strategic positioning to full-scale launch.

To establish Ford Pro as both an automotive and technology brand, we took inspiration from entrepreneurial culture. When a new business needs help defining itself, it goes to an incubator. But when an established business wants to reach its next stage of growth, it turns to an accelerator. Through the lens of productivity, that’s exactly what Ford Pro represents for commercial fleets: “A productivity accelerator for your business.”

The brand launch encompassed everything from foundational brand strategy, identity, and guidelines to a full digital campaign and a complete activation across all touchpoints and audiences—including small businesses, commercial and government fleet managers, dealers, investors, and media. Ford Pro consists of five business lines—vehicles, software, charging, parts & service, and financing—and the real value lies in how those offerings are combined to create integrated solutions. Together, they help customers improve vehicle uptime, reduce total cost of ownership, simplify fleet operations, enhance safety and security, and transition to electric with confidence.

Following the launch of the One Pride brand platform, the second year of the campaign focused on evolution. With bankruptcy finally behind the city of Detroit, we shifted the visual language away from the cityscape and built a more powerful, symbolic foundation. Stone lions became the core imagery—representing both the team and the community as proud, powerful members of the pride—while a blue storm underscored the collective fight shared by players and fans alike.

A key objective was to bring authentic elements of Lions culture to life. The theme “Defend the Den” became the rallying cry for all home games, woven into ticket collateral, advertising, and even featured prominently on the front of Ford Field. (Design direction by Brett Warkentien.)

At its heart, the campaign brought the brand’s message full circle: We are One Pride, and together we Defend The Den. Go Lions!

​Design direction by Brett Warkentien.

Player Introduction Video

Pre-Game Hype Video

Preseason Teaser :15

After a difficult 2012 season, the Lions were looking for a way to rally their fans, while the city of Detroit was on the verge of declaring bankruptcy. We needed a platform that could energize and unite Detroiters. Our insight was to tap into the deep affinity Lions fans have for both their team and their city. We didn’t need to create a conversation — we just had to give shape, tools, and direction to one that was already happening.

The idea was simple in both concept and execution: if we all work together, we can restore greatness to our city and our team. And that simplicity became its power: One Detroit. One Pride.

It wasn’t just a campaign for a sports team; it was a call to arms for an entire city — placing a recognizable symbol at the center of Detroit’s indomitable spirit. It put the city at the heart of the message and used the Lions’ trademark Honolulu blue to drive the point home. It gave people something to belong to.

​The concept was fully integrated across broadcast, print, collateral, in-stadium, digital, and social. The conversation exploded across social platforms, and #OnePride began appearing on bridges and iconic Detroit landmarks.

Highlights:

• The NFL asked the Lions to showcase the campaign at the league owners meeting as a model for modern team marketing
• In 2014, #OnePride surpassed generic tags like #DetroitLions across major social platforms
• Nike One Pride T-shirts became the top-selling featured item at the Detroit Lions Pro Shop and online store
• The platform endures — running from July 2013 to the present, with no plans for retirement​

Awards:

• 12/2014: The D Show (Adcraft Detroit) – Finalist: Print / Out-of-Home, "One Pride" Stadium Tunnel

Credits:

• Creative Leadership: Iain Lanivich
• Art Direction & Design: Brett Warkentien
• Copywriting: Jason Danielewicz
• Account Management: Dave Munson
• Production/Post-Production: Digital Image Studios

The city of Detroit has seen its share of negativity, and filing for bankruptcy on July 18 only added fuel to the fire. But those of us in the city saw a different perspective. We saw a tough work ethic coupled with a growing movement of tech entrepreneurs. We saw a tight-knit community using their skills not only to support one another, but to define Detroit’s future. And we saw a city rapidly becoming rich in creativity, innovation, and inspiration.

So we started a grassroots movement to tell that story. On July 26, Lowe Campbell Ewald released a video titled “We’re Moving to Detroit, and So Should You.” The outpouring of support from people across Michigan—and around the world—was overwhelming. The goal was simple: earn the chance to share Detroit’s story on stage at the 2014 SXSW Interactive Conference. But to make that happen, we needed votes. So we hung posters around the city and created a follow-up video driving everyone to VoteForDetroit.com.

It worked. Through a combination of public voting and the official selection committee, we were chosen to speak at SXSW Interactive—proof that Detroit’s resurgence had become impossible to ignore. And the story only grew from there.

​Highlights:

• Significant press, blog coverage, and social activity from outlets including the L.A. Times, Business Insider, Little Black Book, Techonomy, multiple advertising publications, and Detroit-area media
• A packed 2014 SXSW Interactive speaker session
• Inspired the 2014 Cannes Lions Featured Session, “Detroit Reboot” by Lowe & Partners
• Sparked additional speaking opportunities with VCU Brandcenter Executive Training, SXSW, and Adcraft

​Awards:​

• 2014 Internet Advertising Competition (IAC) Awards; Best Online Video

"We're Moving to Detroit, and So Should You" SXSW Submission Video
Directed by Brett Warkentien and Edited by Adam Brady.
(concept-through-edit in four days)

"VoteForDetroit.com"
Promotional Campaign

This campaign was a two-part initiative designed to generate excitement and engagement around the launch of a Navy training video game.

PART 1: GORGONBOX TEASER & VIRAL CAMPAIGN
To build buzz prior to launch, we created Gorgonbox, an unbranded teaser campaign named after a key object in the game. The mysterious campaign generated viral chatter across gaming communities, sparking debates among Sony, Nintendo, and Microsoft fans about who was behind the effort.

The Gorgonbox landing page offered a fully functional Code Cypher. Visitors who uncovered clues—or followed the social chatter—found a 1-800 number delivering a new code each day for 30 days. These codes unlocked a prequel mission, concept art, and hints about the official sponsor. Street teams amplified the campaign at E3, the gaming world’s most talked-about event, with signage, unbranded messaging, and postcards. The campaign drove heavy online buzz, with the website averaging 9 minutes per visit.

PART 2: NTE: STRIKE & RETRIEVE VIDEO GAME LAUNCH
The game, titled NTE: Strike & Retrieve (Navy Training Exercise), was inspired by The Last Starfighter, where gameplay served as a recruitment and training tool. The game was launched as a free PC download on major gaming websites and the official Navy site, nte.navy.com. Hidden codes throughout Navy.com unlocked weapons and attributes in-game. The launch included a hands-on activation at Universal Studios Hollywood’s CityWalk, demo stations, digital ads, and in-store placements in malls and video/game stores.

The combined campaign successfully married viral marketing, interactive gameplay, and experiential activation, generating significant media coverage and fan engagement.

Awards:

• 2006 Internet Advertising Competition (IAC) Awards: Outstanding Microsite
• 2006 Web Marketing Association's WebAwards: Game Site Standard of Excellence
• 2006 Telly Award 
• 2005 Caddy Awards (Adcraft Detroit): Gold Interactive
• Feature in Big Idea Magazine

Game Simulation

Game Screenshots