Ford 2H 2025 · "We got it, and it shows." Multi-model campaign across F-150 and Bronco. Two creative territories (From the Ground Up · We Ride) addressing Ford's resonance with Black Americans. Concepting phase — territory development, narrative frame, ambassador roster.
Ford 2H 2025 was built around a single argument: presence is the manifestation of capability. The work addressed Ford's gap with Black Americans by showing the F-150 and Bronco as vehicles for confidently taking up space — as fact, as legacy, as stance.
Built two creative territories, each with its own vocabulary and its own audience inside the same audience.
Vehicles: 2025 F-150 Lariat + 2025 Bronco Outer Banks. Anthem, pack-shot, :30 / :15 / :06 cutdowns in 4:5, 9:16, 1:1.
Two 30-second spots carrying the territory to air. F-150 · Made for the Weight. Bronco · Made for the Moment.
Completed 2025
From the Ground Up — one of the two territories developed here — shipped as part of Ford's first global brand campaign in 15 years and took Gold at the 2026 Telly Awards. UWG announcement →
“From the Ground Up.” The Bronco on the ground it was built for: the trails, the river, the art space and the yoga session.
“We Ride.” The F-150 at work and at home: the ambassadors, the greenhouse, the details and the city.
On this one, I was in the concepting phase — territory development, narrative frame, and ambassador roster. Shaped the voice across both territories (From the Ground Up · We Ride) so they read as one argument, two expressions.
Execution (shoot, edit, finishing, final delivery) was carried by the team past that phase.