How to turn a pickup truck into a national symbol.

Breaking the unwritten rule of automotive advertising in Argentina: it’s not just about performance, it’s about pride. Esta Es Nuestra Tierra for the Ford F-150 Raptor tapped into Argentina’s heritage, industry, and identity to connect the brand with the country’s culture and community. A rallying cry for homegrown achievement, the campaign positioned Ford as an integral part of Argentinian life.

As Designer, I worked across visual concepting, layout, and design adaptations, ensuring every element reinforced the sense of national pride.

Role: Designer | Agency: BBDO | Channels: TV, Social, Digital, Print, OOH