Ford Motor Company
La Caravana
The challenge
Two brothers, one F-150 Lobo and 2,700 miles through Latino America.
A three-part series for Ford Motor Company following the Ventura Twins, Brayan and Brando, from Miami, the city that raised them, through Dallas to the murals of Pacoima in Los Angeles.
Each episode anchors a city and the community that shaped it: Dominican cooking and Cuban cigar rollers in Miami, a lowrider club brought back to life in Dallas, and the painters of Pacoima’s Mural Mile in Los Angeles.
- Client
- Ford Motor Company
- Scope
- Strategy · Creative · Production · Post · Photography · Web · Social
- Delivered
- 3 EpisodesEnglish & Spanish Teaser2 Times Square Billboard SpotsKey Art PackageInteractive Web Guide DesignWeb LoopsNational Dealership Cut
“I’ve worked with a lot of creative partners, and Think Less is the one I’d call first. La Caravana was a creator-led road trip series: 13 days, four cities, 2,700 miles, and real families and businesses sharing stories that are deeply personal. When we talk about branded entertainment, what they made is our north star. They weren’t a vendor, they were a partner, building it with us. We’re already talking about what comes next.”
The strategy
Michelin has its guide. Ford now has one, written from the road.
A guide to the places and people who carry Latino culture in America: found in neighborhoods rather than arenas, told by the people who live it, and built to return to year after year. La Caravana is Volume 1.
- 01
Culture first, where it lives
Not arenas, not campaigns: the kitchens, garages, dance halls and mural walls, and the people who keep them going, in their own words and in both languages.
- 02
The truck is the trip
The Lobo is not a backdrop. It carries the twins city to city, parks where it is invited and becomes part of each neighborhood’s day.
- 03
A guide, not a campaign
One road feeds episodes, teasers, a Times Square billboard and a dealer cut, and From the Road collects it into a guide Ford can add a volume to every year.
From the Road
The guide that never left the road.
Every stop the twins made becomes an entry: rated, mapped, signed, and linked to its moment in the series. A viewer can build a run from the route and send it straight to their maps.
What made it hard
Five crew, two vehicles, thirteen days on the road.
A crew of five drove 2,700 miles with the twins, from Miami to Los Angeles through New Orleans, Dallas and El Paso: four road days, two of them a morning shoot followed by nine hours or more of driving, across a Texas July. Releases were gathered city by city for the people, places and artworks on camera. Then every episode went through rounds of review with Ford, its agencies and its attorneys, in English and in Spanish, and the Times Square spot was re-cut and approved in an afternoon.
- 5Crew on the road
- 4Road days
- 63Signed releases
What we made
One road, cut for every screen Ford’s audience watches: episodes on YouTube in English and Spanish, a teaser for Ford Latino, a silent spot for Times Square and a national dealer cut. The centerpiece is the guide itself. From the Road maps and rates fourteen stops along Route 01, in an atlas built for the routes that come next.
How we did it
How do you film a road trip without stopping it?
The production van doubled as the camera car, tracking the twins in the F-150 Lobo, with cameras rigged in the cab so conversations could be filmed between cities. A drone gave the road its scale, and local sound and lighting crews joined in Miami, Dallas and Los Angeles.
- 44Days, first review to delivery
- 3Episodes
- 36Final files delivered
- 01Azúcar Ice CreamHeladería · with Suzy
- 02El Titan de BronzeCigar factory · rolled on the floor
- 03VersaillesCuban restaurant · the ventanita
- 04Ball & ChainLive music bar · with Felipe
The series
Episode01
The Ventura Twins Are At Home in Miami
Episode02
The Ventura Twins Find Community in Dallas
Episode03
The Ventura Twins Take Los Angeles
Key art
On the road
The series belongs to the people who let us in: thirty-seven of them across five cities, from a Tejano band on a tailgate to a family of muralists in Pacoima.
