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The Hypeman

The trailer introduced that Ford was going after the most established
hot hatch icons in the market. Ford brought along the best pro
drivers to ensure no tire went unworn.


The Focus ST took on the fanboy favorite Subaru WRX at Willow
Springs Raceway. The video highlighted three specific challenges.
These badges were used to chapter those portions of the video.


The trash talk came early. Documenting the videos allowed for teaser
pictures to be posted early to the social space. That let the angry mob
of internet trolls start before the videos were even released. All the
photos were shot by Doug Kohnen and myself.


The hot hatch audience is a handful of loud, opinionated fanboys.
Good, bad or doubtful, the purpose was to introduce ourselves
into dialogue of the select few.