Ford F-150
Your journey, your legacy to define.
For years, “tough” has been seen through a narrow lens—one-dimensional and often tied to outdated stereotypes. Relaunching the Ford F-150 —their toughest vehicle— meant addressing this head-on. Being tough requires love, adaptability, and the determination to rise above. We must redefine stereotypes and create opportunities to build legacies.
The barber’s story brought this challenge to life. He is a cornerstone of the Black community; a listener, a mentor, a creative, and a healer. The F-150 is an extension of his role, allowing him to transform any space into a place of connection, reflection, and purpose. Ford knows “tough” is something lived and learned.
VIDEO
NATIONAL 360 CAMPAIGN
STILLS
STORY BOARD
DETAILS
Creative Director for the F-150 Ford launch campaign, focus is on crafting an authentic and multicultural narrative that resonates with the community. 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 black director, Cameron Busby, 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.