As Art Director I worked with copywriter Cristina Lorenzetti to create the vision for this Ford MyKey video. From concept to execution we helped the creative vision of this idea come to life. The MyKey system is very complex overall and does so many things for the user. Our main goal was to help communicate the key advantages without complicating the message. MyKey helps parents encourage safe driving. With programmable settings MyKey is like having parental controls for your car. Our challenge was to come up with a concept that allowed easy access to Ford’s audience without overcomplicating the very technical aspects of the MyKey system. Partners include, Sabertooth, Method House Studios, and the spot was directed by Stacy Toyama.