Ford Explorer
NATIONAL 360 CAMPAIGN
There’s more out there to discover… more life. More you.
“Dare to Discover” tapped into the spirit of Black women, highlighting their courage to seek out new possibilities and define their own paths. The Ford Explorer was positioned as the ultimate vessel for discovery; built to support her ambitions, adapt to her needs, and carry her toward everything she dares to pursue.
The campaign reflected many aspects of her life: sharing moments with family, celebrating with friends, and envisioning the future on her terms with the Explorer as a symbol of confidence and potential, offering the tools and versatility to navigate all the roads ahead.
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DETAILS
Creative Director for the Ford Explorer 2025 refresh campaign. Managing a diverse copy and creative team, emphasizing the importance of storytelling that reflects the richness of our audience's experiences. The campaign's creative direction involves overseeing the end-to-end process, working collaboratively with the team to ensure authenticity and cultural relevance. Supervision of design and visual aspects of the campaign, aligning them with the cultural nuances of our target audience and the brand guidelines. Collaboration with a female black director, B. Monet, and a black-led production studio, Quriosity Productions, prioritizing narratives that authentically connect with the community. Working closely as a liaison between the client, creative, strategy, and production teams. Responsible for leading and approving all retouching, mechanicals, monitoring and approval of video transfers, film color-grading, finishing, and sound design. Beyond traditional creative oversight, this work involves a commitment to authenticity, cultural relevance, and storytelling that genuinely connects with the multicultural audience, building a narrative that reflects the diverse perspectives within our community.
Everything on this page is creative property of UWG Inc. and Ford.
The work was completed while at UWG Inc.