BBDO Canada: Ford’s new film was powered entirely by its vehicles

But the seven-and-a-half-minute film doesn’t show even one of them. The power for everything – on-set lightning effects and windstorms, hi-definition cameras, and even the production’s coffee maker – was provided by a Ford electric vehicle with available Pro Power Onboard.

The aim of the film, Mushroom, was to bring into the light Ford’s ongoing efforts to be a leader in the fast-growing EV space. The captivating and highly distinctive film focused on something that grows in the dark to accomplish its goal.

“To truly help showcase how Ford is a leader in electric vehicles and stand out from the competition we felt it was necessary to do something that had never been done before and electrify unexpectedly,” noted Max Geraldo, chief creative officer, BBDO Canada.

The BBDO Canada film was directed by Danilo Parra, a Chilean American filmmaker who has directed commercial work for brands including Nordstrom and Apple, as well as videos for artists such as A$AP Rocky and Weezer and is airing on both Bell Media’s streaming service, Crave, and YouTube.

No Ford vehicles are shown in the film, but the night-time shoot was powered entirely by Ford Electrified Vehicles, using their F-150 Lightning and two E-Transits. “It’s pretty liberating, allowing us to film wherever we want,” Parra stated.

Mushroom was shot in a remote wooded location and tells the story of a grizzled old forager who stumbles upon a one-of-a-kind Matsutake mushroom. Unfortunately, a younger, better-equipped forager has also discovered the prize, setting up a showdown between the two men as they wait for the giant mushroom to grow larger before harvesting it.

“The ability to plug in and power electric items from the F-150 Lightning and E-Transit vehicles unlocks vast possibilities for what you can do with an electric vehicle and where you can do it,” stated Gemma Giovinazzo, director, marketing communications at Ford.

Behind the scenes:

The Pro Power Onboard system allows F-150 Lightning owners to use the vehicle as a portable power supply in places where access to electricity might be lacking or completely absent. From plugging in an amp and playing music, to setting up a TV and playing video games, or even powering a campsite, it provides owners with the ability to enjoy those experiences everywhere.

Ford plans to produce more than 600,000 EVs globally by late 2023, growing to more than 2 million by 2026. Earlier this year, the company said that it has sourced approximately 70% of the necessary battery cell capacity necessary to support its targets.

Fun Facts: What was powered

Powered from F150 (9.6KW) – 8000W approx needed

6x 800W “Joker” lights (4800W total) – 2 per 20 amp circuit
2x Creamsource Vortex lights (1300W total)
2x S60 lights (900W)
2x S30 lights (440W)
1x LED prop rope light (minimal draw)
2x E-fans(500W)

VTR (Video Tape Record) station/computer (minimal draw for laptop & monitors….200W)
Director’s monitors/client monitor x2 (minimal output)…..200W
Battery charging for home base battery (minimal draw)…..100W
DIT (Digital Imaging Technician) station/computer (minimal output for laptop & monitor)…….200W
Small batteries charging for Aperture lights, camera batteries (minimal draw)…..200W

Craft service & coffee maker (800W + 1200W)

Other items (not requiring much power or on batteries)

2x battery powered 1200D Aputure lights (2400W) (batteries charged up at battery E-Transit #1 station)
2x battery powered 600D Aputure lights (1300W) (batteries charged up at battery E-Transit #1 station)
4K Home Base batteries X2 for remote powering of home base. minimal draw (Needs constant charging/swapping out @ E-Transit #1)

2x Movie Quiet 10 portable batteries
4x battery powered LED work-lights 30W
3x battery powered Leaf blowers
8x Anton Buer camera block batteries (VVCLX)

Credits:
Client: FORD
VP, Marketing & Sales: Jim Hartford
Director, Marketing Communications: Gemma Giovinazzo
Primary Brand Communications Manager: Kristina Webb
Vehicle Line Specialist Mach-E/Comm Vehicles: Logan Traynor
Vehicle Line Marketing Manager Mach-E/Comm Vehicles: Alexa Desjardins
Vehicle Line Marketing Specialists, F-150: Morris Chiang & Joseph Comacchio

Creative Agency: BBDO Canada
Chief Creative Officer: Max Geraldo
SVP, Executive Creative Director: Derek Blais
VP, Creative Director: Mike Schonberger
Senior Copywriters: Simon Craig & Emma Quiroz
VP, Group Account Director: Justin Seegobin
Senior Account Director: Wes Dean
Account Executive: Aidan Bingham
SVP Integrated Production: Beatrice Bodogh
Producer: Nikki Drakul
Strategy Director: Aaron Arellano
Senior Project Manager: Michelle Rawlings

Directed by: Danilo Parra
Powered by Ford Electric Vehicles
Written by: Danilo Parra & Jamie Fraser

Production Company: Soft Citizen
Executive Producer: Jaclyn Morga
Executive Producer: HOP Rob Burns
Executive Producers Riffraff Films: Matthew Clyde, Matthew Fone, Kate Brady

Editor: Danilo Parra
Score: Ben Brunnemer
Sound Mix: Dean White
Colourist: Patrick Devine
Assistant Editor: Kalil Haddad
VFX Super: Dave McGhie
VFX Editorial: B2Y
VFX Supervisor: Dimitar Itskov
Producer: Bogomil Georgiev

Media Agency: Mindshare