Ford is the country’s biggest car brand, and prioritises stand-out PR in their marketing approach. It has always been important to Ford that the images of their cars are of exceptional quality, but before working with MindWorks, they were using a variety of ad hoc photographers with no real structure, making attaining this high standard difficult at times. On recommendation, MindWorks were approached by Ford to take forward the responsibility for all Ford GB photography sourcing across the UK. Our brief was to source and organise a national network of stills photographers available at short notice to provide high-quality original photography for all aspects of the Ford GB brand, including people, facilities, cars, 4x4s and commercial vehicles, whilst remaining cost effective.

Using our existing portfolio, not only were we able to establish a UK network of photographers, but also end-to-end production coordination, location finding and retouching. We realised that as we already had a network of photographers and a staff member with a brand-new Ford Fiesta, we could easily demonstrate the quality of our offer with some test shots, before asking Ford to commit. Ford liked the images so much that they ended up using the photography immediately after the Fiesta was named Car of the Year by What Car.