Running on Crave and YouTube, ‘Mushroom’ was made possible by power from the automaker’s electric vehicles
Ford Canada wants to bring its ongoing efforts to be a leader in the fast-growing EV space into the light, and is using a captivating and highly distinctive film focused on something that grows in the dark to accomplish its goal.
Working with agency partner BBDO Canada and acclaimed director Danilo Parra—a Chilean American filmmaker who has helmed commercial work for brands including Nordstrom and Apple, as well as videos for artists such as A$AP Rocky and Weezer—the auto brand has created a short film called “Mushroom” that is airing on both Bell Media’s streaming service Crave, and YouTube.
No Ford vehicles are shown in the nearly seven-and-a-half-minute film, but the nighttime shoot was powered entirely by Ford Electrified Vehicles, including the F-150 Lightning® and two E-Transits. “It’s pretty liberating, allowing us to film wherever we want,” says Parra.
Using power from the F-150 Lightning and E-Transit, Ford was able to power the production—from coffee makers to lights, camera batteries and wind machines. The automaker is also running a “Making Of” film on Crave that shows how its vehicles powered the shoot.
Shot in a remote wooded location, “Mushroom” 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,” says Gemma Giovinazzo, Director, Marketing Communications.
The Pro Power OnboardTM 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.
“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,” says Max Geraldo, Chief Creative Officer, BBDO Canada.
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.
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 Specialist, F-150: Morris Chiang
Vehicle Line Marketing Specialist, F-150: Joseph Comacchio
Creative Agency: BBDO Canada
Chief Creative Officer: Max Geraldo
SVP, Exec Creative Director: Derek Blais
VP, Creative Director: Mike Schonberger
Sr Copywriter: Simon Craig
Sr Copywriter: Emma Quiroz
VP, Group Account Director: Justin Seegobin
Sr Account Director: Wes Dean
Account Executive: Aidan Bingham
SVP Integrated Production: Beatrice Bodogh
Producer: Nikki Drakul
Strategy Director: Aaron Arellano
Sr Project Manager: Michelle Rawlings
Directed by: Danilo Parra
Powered by Ford Electric Vehicles
Written by: Danilo Parra, Jamie Fraser
Veronica De Cecco Technician, Mineralogy Research
Thomas Bolton as Old Timer
Aaron MacPherson as Young Hiker
Production Company: Soft Citizen
Executive Producer: Jaclyn Morga
Executive Producer: HOP Rob Burns
Executive Producer Riffraff Films: Matthew Clyde
Executive Producer Riffraff Films: Matthew Fone
Executive Producer Riffraff Films: Kate Brady
Editor: Danilo Parra
Score: Ben Brunnemer
Sound Mix: Dean White
Colorist: Patrick Devine
Assistant Editor: Kalil Haddad
VFX: Super Dave McGhie
VFX / Editorial: B2Y
VFX Supervisor: Dimitar Itskov
Producer: Bogomil Georgiev
Media Agency: Mindshare