William Mattiace — SUV/CUV Product Communications

William constantly strives to turn the public’s perception of Ford on its head.

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William Mattiace loves getting lost. On weekends he frequently drives out to Michigan’s Dark Sky Park to do exactly that. He believes chasing this feeling is imperative to doing his work as a product communications specialist to the best of his ability. “[Getting lost] is integral to what I do at work; that’s why people fall in love with our brand, because of where it can take them,” he says. “So experiencing that on a regular basis keeps me inspired and creative as well.”

William uses his background as a television journalist and a lifelong gearhead to take what consumers think they know about Ford and turn that idea on its head with the help of his team. He helped create the first ever driveable Escape the Room experience, located in the heart of New York, to showcase the Ford Escape, and was an integral part of the Transit Connect Wagon launch, two projects that required innovative, outside-the-box thinking to connect with a unique audience. “A big part of our job is working on the cadence and creative of how we reveal vehicles in a way that disrupts traditional thinking,” he says. “It’s really fun when there is this blank space opportunity to do something that’s never been done before and rethink the days of silk pulls at an auto show.”

“What I love to do is watch people who are experiencing an event or a piece of creative and at the very end of it they realize ‘Whoa, that was Ford’ … when you surprise people, to have them come at the brand in a new way and actually connect, that’s what keeps me going. That is just so cool to me.”

Growing up in New Mexico surrounded by family – especially a dad who was a car salesman for 15 years – helped to frame William’s experience at Ford and how he approaches his work. He travels home every two months to visit his family, so coming to a welcoming environment at work was extremely important to him and a large part of why he chose Ford. “Everyone truly knows each other, our character, strengths, personality, and we know how to leverage that to create an impactful campaign,” he says. “So there’s this deep understanding of each other that you wouldn’t get at a lot of other places."

This open environment helps William and his coworkers push the envelope every day as they bring new communication solutions to the table in an ever-evolving media landscape. Because of this they are able to change the perceptions of people who think they know what to expect from a company with a history as long as Ford’s. “What I love to do is watch people who are experiencing an event or a piece of creative, and at the very end of it they realize ‘Whoa, that was Ford,’” he says. “When you surprise people, to have them come at the brand in a new way and actually connect, that’s what keeps me going. That is just so cool to me.”