Telling the Story of Ford’s Digital Experience with Director Brian Petchers

At Taproot Pictures, storytelling is more than just capturing images, it’s about crafting narratives that resonate, captivate, and reflect the spirit of innovation. We were honored to partner with GTB and Ford Motor Company to Digital Experience platform to life, guided by the creative vision of Emmy‑winning director Brian Petchers.

A Visionary Behind the Lens

Brian Petchers isn’t just any director, he’s an Emmy-winning creative known for weaving impactful stories that stick. A New York-based director, Brian has earned a reputation for his dynamic work across music, advertising, and branded content. His accolades include a Cannes Young Director Award, UK Music Video Award nominations, and an Emmy for his Forbes 30 Under 30 documentary series Taproot Pictures. With a portfolio that spans Nike, BMW, and high-profile artists such as Meghan Trainor and Wiz Khalifa, Brian brings an infectious energy and cinematic flair to every project.

The Challenge: Showcasing Innovation in Motion

Ford’s Digital Experience, a next-gen, connected in-car interface developed in partnership with Google, represents the automaker’s leap into software-defined vehicles. Rather than rely on static presentations and spec sheets, Ford wanted a narrative that would reflect the seamless integration of apps, personalized preferences, and real-time information. The objective? To showcase not just the features, but the transformative experience drivers could expect.

Taproot + Petchers: A Creative Match

Enter Taproot Pictures and Brian Petchers. Our mission was clear: convey the excitement, innovation, and intuitive design of the Digital Experience. Brian approached this project with creative precision—focusing on:

Human-centered storytelling: highlighting how drivers engage with the system and how it enhances daily life.
Visual energy: dynamic camera movement, bold transitions, and immersive perspectives that mirror the interface’s fluid design.
Brand alignment: blending Ford’s forward-looking vision with Brian’s cinematic storytelling expertise.

The Result: A Story That Speaks Tech in Human Terms

Together, we crafted a film that did more than explain features—it put the viewer in the driver’s seat, showing how technology adapts to human preferences, integrates everyday apps, and fosters a more intuitive driving experience. The final piece reflected the core of Ford’s Digital Experience: innovation that’s both powerful and personal.

Why It Matters for Taproot Pictures

This collaboration perfectly embodies Taproot’s mission of telling meaningful stories for people and brands—even those venturing into new technological frontiers. Guided by the brilliance of Brian Petchers, we transformed a tech launch into a human experience, showcasing how narrative craft elevates even the most advanced content.

Big shout out to the amazing crew, client and agency partners who helped make this happen!

Production: Taproot Pictures
Director: Brian Petchers
EP: Josh Carrasquillo
Line Producer – Shannon Strange
Cinematographer: Paul Theodoroff
Production Supervisor – Matt Reznik
1st AD – Greg Brautigan
2nd AD – Katie Young
1st AC – Anton Miasnikov
2nd AC – Derek Hackett
DIT – Nigel Robbins
Stills – Logan Zilmer
BTS/2nd Cam Op – Carter Louisell
Gaffer – Max Rubner
BB Elec / Genny Driver – Chris McLeod
3rd Electric / 10 Ton Driver – Matt Malone
Key Grip – Jon Gray
BB Grip – Tony Gaskell
3rd Grip – Gianluca Petrazzi
Swing – Patrick O’Callaghan
Light Box – Mike Nykoruk
Sound Mixer – Adam Pressley
VTR – James Brown
Scripty – Carolyn Tolley
Production Designer – Mike Moran
Set Decorator – Jason Baker
Set Dresser – Ryan Ghallager
Art PA – Evan Houdek
Wardrobe Stylist – Angie Yaldo
Wardrobe Assistant – Alisha Ragland
Make-Up – Renata Stojcevski
Stage Manager – Steve Young
PA – Office – Sarah Fradkin
PA – Ryan Rootare
PA – Melissa Ramsey-Cody
PA – Mario Cassem