Working on Ford Truck catalogs presented a unique challenge: we needed to communicate a wealth of detailed information, focusing particularly on the trucks' capability and functionality.
Fold-outs were a great tool for presenting this information effectively, but budget constraints often limited their use.
My role encompassed overseeing everything from the initial layout and flow of the pages to directing all the location photography. I also coordinated the creation of each technical illustration or CGI component. These projects were among the most demanding I've worked on, often with tight deadlines.
For instance, the F-150 catalog required a month of photography on the west coast, while the Super Duty was shot locally. The latter presented its own set of challenges, including complex shots and numerous overcast days.
Having grown up with Ford Trucks, I always took pride in working on these projects. There will always be a bit of 'Built Ford Tough' spirit in my heart. :)
