18 EXPEDITIONS

The Foundry partnered with Ford to create 18 different expeditions across the US, to align with the launch of their 2018 Expedition. The campaign included a tentpole destination to house all the trips which included 12 written articles, four custom photo essays, and two videos. We also created a digital e-zine for interested Expedition buyers. The campaign delivered 23M+ impressions and 275K+ pageviews.

18 EXPEDITIONS

To align with the launch of the Ford 2018 Expedition, I designed a content hub with 18 epic trips that seamlessly integrated the new features of the car. This project was a huge undertaking as we had a little over a month to produce all 18 expeditions. We made a compromise with Ford that we could produce 4 custom photo shoots and 2 custom video shoots. The rest of the expeditions utilized stock photography.

AN EASED EXPERIENCE

There is a lot of content to digest, so I paced the reader experience. Each expedition features similar sections, as well as moments of interaction.

AN EASED EXPERIENCE

It's a lot of content to digest. I wanted to pace the reader as they scrolled down to ease the experience. Mobile users often scroll through pages quickly to get a broad overview of what is available. Taking this into consideration, each expedition is broken into sections, so the user can skip to parts relevant to them.