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© Isabelle Raphael 2022
All Rights Reserved


Client: Ford
Year: 2021
Role: Creative Director


The focus of the initiative was set by the California government, specifically through the agency CARB (California Air Resource Board), which established vehicle emission standards surpassing those mandated by the Federal government. CARB invited automakers to endorse this initiative, leading to participation from various European and Asian companies. Regrettably, Ford emerged as the sole U.S. automaker to commit. In response, Ford approached the agency Hawkfish seeking a piece that not only underscores their dedication to emission reduction but also celebrates their partnership with California. As the Creative Director for the California Innovation project, I worked in collaboration with writer/ACD Andrew Niemera.