The All New Puma relaunch was a big moment for Ford: its best-selling hybrid crossover in Europe, needing assets for every channel and alignment with the new Ready Set Ford strategy. I built the campaign around a Puma with "heightened senses" for city life, defining the hero talent, their world and the brand book, then directing the shoot PPM from photographer to shot angles. I also created the media plan spanning web, social, CRM and digital marketing.