‘I like things to be optimized’: Ford’s head of design on how to be creative under constraints

Todd Willing on his love of industrial design, the importance of building creative teams, and how racing cars is the ultimate form of therapy.

When Todd Willing was 15, he entered a high school work experience program at Ford’s Australian Design Studio. His father owned a garage, and he’d always been around cars. “I had a loose understanding of what went into them because of that exposure, and I always had a creative bent I guess,” says Willing. “I would be drawing cars most of the time, to the frustration of my teachers.” The experience is still so vivid in Willing’s mind: the plane ride to Melbourne, the energy and feel of a space devoted to creativity, the culture and environment of a creative team. “That was it for me,” he says. “I wasn’t going to be doing anything else.”

Now, 22 years later and still at Ford (though this time in Michigan), Willing is Head of Design, leading the design practice for Ford and Lincoln brand vehicles worldwide. Having been the chief exterior designer on the 2017 Ford GT and leading teams responsible for the F-150, Ranger, Bronco, Explorer, Expedition, and more, Willing has been a key part of shaping Ford vehicles around the world. And while his role is fairly big-picture, Willing says he feels a deep responsibility that ties back to his industrial design education: to create something new or improve on something, making people’s lives and experiences better. Willing says so much of that work is creative and connected with various disciplines across the design studio.