Ford @ EssenceFest 2024
NATIONAL 360 CAMPAIGN + EVENT PRODUCTION
She is the moment. She manifests the future with every move she makes.
Ford "She’s Got Motion" at Essence Fest was designed to celebrate Black women as trailblazers, cultural leaders, and bold architects of their own legacies. Inspired by the trending cultural term ‘having motion’ or '‘making moves’, the campaign captured this momentum, authenticity, and ambition of Black women who drive change every day — the women of the Essence Fest audience. This idea connected the energy of motion—both physical and symbolic—to their stories, positioning Ford as a partner in their journeys.
With the challenge of using only existing assets and no custom shoot, we created a fresh, electric campaign. Attendees captured bold, shareable moments in the Runway Experience, expressed their style and stories in Ford Fit Check, and shared personal reflections on the Community Wall. By extending the live event energy into digital platforms, we ensured the experience resonated far beyond the festival.
KEY VISUALS
STILLS
DETAILS
Directed all aspects of creative execution for Ford’s activation at the 2024 Essence Festival, one of the largest festivals in the world, with over 500,000 attendees. Managed a multidisciplinary team of designers, writers, and producers to deliver a seamless and impactful experience across multiple touch-points. Designed a cohesive activation strategy that spanned physical, digital, and social channels, ensuring brand messaging resonated with the target audience while navigating significant budget constraints. Oversaw the design and production of a 100x100-foot booth, featuring branded installations, interactive activations, and vehicle displays. Delivered branded assets, including sweepstakes campaigns, social media content, web banners, and event signage. Managed talent and influencer partnerships, ensuring content aligned with the campaign’s vision and extended its reach.
Despite budgetary challenges, the activation delivered exceptional results [19,735 email opt-ins (+116%). 29,278 hand-raisers (+139%). 37 million social impressions (+529%)] and increased brand relevance and audience engagement, continuing Ford’s connection to Black women as a key audience. This project demonstrated the ability to lead large-scale, high-impact creative campaigns, balancing strategic vision and operational excellence to deliver measurable results.
Everything on this page is creative property of UWG Inc. and Ford.
The work was completed while at UWG Inc.