Ford Maverick Hybrid Crafts a Poetic Ode to Making

​Immigrant has launched a new spot for Ford and Wieden+Kennedy, directed by Rodrigo Saavedra, celebrating those who find beauty in making.

Titled 'Made for the Makers,' the film opens in an old character filled record shop where a man is given an unspoken caveat when he purchases an old weather beaten LP, setting him out on an evocative journey in his Ford Maverick Hybrid. Along the way, he collects seemingly disparate materials - wood, tools, found objects - each imbued with the tactile richness of a life well made.

As he travels, the soundtrack of his adventure emerges from the world around him: the hum of the engine, the rasp of a saw, the clang of a guitar string. Every sound becomes part of a larger composition. One that culminates back home, as the record starts to slowly turn and the film reveals his creation: a handcrafted, one-of-a-kind speaker built to do the music justice.

“Antfood who helmed the sound production, really were the heroes of making this spot sing.” Rodrigo highlights “Certainly I relished the opportunity of giving the film this super intricate and exaggerated soundscape to really compliment and subtly underpin the central story, and the motivations of the main character. His dedication to richness of sound.”

“This man believes that the perfect music exists. But only when it’s played on the perfect stereo. And then the car becomes a way to achieve that perfect stereo. A tool in the making of it.” explains Rafael Campello, group creative director at Weiden+Kennedy São Paulo as he expands on this idea as the central theme.

Shot with Rodrigo’s signature cinematic eye, the film blends mystery and warmth, celebrating curiosity, craft, and the quiet joy of the creative process. The Ford Maverick Hybrid becomes a companion in this maker’s journey - a tool for those who build, explore, and bring ideas to life.

“Beyond a love of good sound, the story is an ode to creating - not just the final product, but the process,” says Rodrigo. “Which is really a narrative that’s quite personal for me. Not doing things for expediency or because they are necessary. But doing them because they speak to our senses or let our imaginations wander. So I really appreciated that Ford wanted to honour that spirit, and push the bar a little on traditional truck ad. Which to be fair - they really are very good at.”

Rooted in Immigrant’s focus on visually rich, emotionally grounded storytelling, 'Made for the Makers' is a tribute to craftsmanship - both behind the camera and within the narrative itself.