Kyle Lieberman Shoots For Ford Raptor Campaign With Daniel Riccardo

A black pickup truck speeding on a dusty, desert road, with motion blur around the vehicle and dust trailing behind, suggesting fast movement through a dry, open landscape. Photographer Kyle Lieberman shot Ford’s “A Raptor Meets Honey Badger” campaign with Wieden+Kennedy New York, featuring former Formula 1 driver Daniel Ricciardo. Kyle is represented by Unrivaled productions.

A distant off-road vehicle kicks up dust as it drives along a dirt path through a desert landscape, with rocky terrain and sparse vegetation visible in the warm sunlight.

There’s a reason Ford put a Formula 1 driver in a desert. See the full project here.

When Ford set out to mark its 2026 return to Formula 1, its first program in the sport in more than two decades, in partnership with Red Bull Powertrains, the brand needed a piece of storytelling that connected its motorsport future with its off-road sensibility. The answer arrived in the form of “A Raptor Meets Honey Badger,” a campaign developed with Wieden+Kennedy New York that pairs former F1 driver Daniel Ricciardo with the Ford F-150 Raptor R, set loose across California’s Mojave Desert.

Photographer and director of photography Kyle Lieberman shot the stills.

Ricciardo, known to fans of Netflix’s Drive to Survive as the Honey Badger, a nickname he’s carried throughout his F1 career, steps into Ford’s most aggressive off-road truck, a 720-horsepower supercharged V8 Raptor R built for desert pace. The Mojave gives the campaign its scale: open expanses, hard light, dust kicked up at speed. Director Trevor Paperny directed the accompanying short film; Kyle handled the stills built to live alongside it.

For Kyle, the project sits squarely in his lane. His commercial portfolio is rooted in automotive, motorsports, and outdoor lifestyle work, campaigns shot in environments where machines get pushed and the landscape pushes back. Past clients include Audi, Porsche, Hyundai, Red Bull, Polaris, and Mercedes-Benz Classic. The Mojave, with its mix of horsepower and horizon, is the kind of place his work tends to live.

The Ford campaign extends the brand’s “Ready Set Ford” global platform and coincides with Ricciardo’s new role as Global Ford Racing Ambassador, a position that bridges Ford’s existing motorsport programs (NASCAR, Le Mans, Baja, rallycross) with its incoming F1 effort alongside Red Bull. It’s a smart piece of brand architecture: the truck speaks to who Ford is now, the driver signals where Ford is going next.

If you are interested in learning more about our work, get in touch with one of our producers.

Connect with us on Instagram and Linkedin.