“Tough” is showing up for those around you - no questions asked.
In today’s world, the idea of “tough” isn’t what it used to be. For the Black community toughness has always meant rising above, redefining expectations, and creating opportunities. It’s a bond we share as brothers and sisters, connected by a history that’s made us unbreakable and a heritage that keeps pushing us forward.
The AA Truck Portfolio adaptation takes “Tough DNA” general market idea and brings it to life through three real stories: a barber who transforms his shop into a hub for community and connection, an event planner whose creativity and precision redefine what’s possible, and a blue-collar worker who carries progress on his back every day. These stories highlight what it truly means to be tough in the face of challenges and opportunities.
Adapted from a campaign that wasn’t landing with the audience, this work honors the everyday strength of our community while showing how Ford trucks—led by the F-150—stand as a reflection of that same drive.
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Ford Tough DNA
NATIONAL 360 CAMPAIGN
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Creative Director for the Tough DNA Adaptation, 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.