Ford set out to re-brand the newly redesigned F150 truck as the “Future of Tough”. Team Detroit and Westphal Photography collaborated to create images utilizing Spaceport America in New Mexico and Meteor Crater in Arizona, among other locations, to define this new brand. At the same time, Ford wanted to acknowledge its most loyal customers with a tip of the hat to the Texas market. After extensive creative exploration, it was decided that the Stockyards of Ft. Worth embodied the essence of Texas.
David Westphal, of Westphal Photography, shot multiple plates to capture all of the various elements, steer, talent and architecture for the final image. With twilight as the hero time of day, a lighting design was critical to artfully capture the elements with just the right blend of ambient and supplemental lighting. Lighting two blocks of the Stockyards required a large lighting package. After setting the angle a crew of 20, spent 5 hours pre-lighting the scene. Two 18Ks on 40’ lifts and six 4Ks served as the key and fill. With additional pars and kenos for practical light sources and small accents. Once completed, David shot base plates and talent, to create the initial rough composite. After some fine-tuning, all of the plates were shot at twilight with and without talent but also with a pass of 15 long horn steer. Once on set, the steer were marched back and forth several times to get them in just the right position. At the right moment, one of the steer looked to where the truck would be positioned in post. It was the icing on the cake.
David Westphal worked with Blue Sky CGI in the post productions process to create the final image: