Ford
One political moment, 13 working days - a campaign made possible by deciding differently.
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The Challenge
A new state EV subsidy, announced with a national press conference. Ford decided to answer with a move of its own: a 5,000 € bonus - für alle alle. The catch: the moment was fixed. No extensions, no flexibility, Christmas in between. The classic path from concept to delivery takes 12+ weeks. The window was 13 working days. In most setups this idea dies quietly - death by a thousand approvals. When the feedback loop is slower than the market, the opportunity is gone before anyone says no.
The Orchestration
We didn’t compress the work - we removed the drag on decisions. Clear roles with explicit decision space: everyone knew what they could decide, so decisions happened where the work happened. Fixed budgets per team: negotiations eliminated before they could start. No micro-approvals - agile governance, building the plane while flying.
Parallel workstreams instead of a linear chain, daily stand-ups for shared context, live dashboards, decisions on the spot - Ford, Odaline and fount.space working as one integrated unit.
That architecture is what made the impossible timing routine: a full press-conference world found, built and shot - and Selfiesandra, Bruce Darnell, Frauke Ludowig and Ralf Schumacher cast, filmed and delivered, with the Christmas holidays in the middle of it all.
The Output
148 assets in 13 working days - brand to performance, a full 360 campaign, live in perfect alignment with the national press conference. Measured against the classic process, that’s 2–3 months of waterfall saved - not by working faster, but by deciding differently. And the real result is bigger than the saving: without this architecture, the campaign wouldn’t have been late. It wouldn’t have existed.
