The BBM 2023 :30. Fork In Road — every business starts at one. Two Black-owned businesses, one truck that carries them through it.
FORD BBM
Black Business Month 2023 for Ford. We handed the mic to two Black-owned businesses — PeaceTree Farms and Relish — and let the F-150 do what it was built to do: carry them through the Fork In Road moment every founder meets. Editorial articles, OLA banner program, social frames, on-the-ground photography. Part of the Ford × Black Cultural Moments framework we built (BHM · BMM · BBM · HBCU · Holiday).
The spot
Fork In Road — :30.
Overview
Business, from the source.
August is Black Business Month. For Ford, that meant showing up for two Black-owned businesses already doing the work — PeaceTree Farms (urban farm) and Relish (full-service restaurant) — and amplifying their stories in their own words. The F-150 became the support vehicle: hauling, loading, carrying the week of work.
The program shipped as two editorial articles (one per business), a full OLA banner set across standard sizes (300×250, 728×90, 160×600), social post frames, and on-the-ground photography from both locations. Produced under the same BCM (Black Cultural Moments) framework we stood up in 2023: BHM · BMM (Out the Trunk) · BBM · HBCU Homecoming · Holiday.
Details
At a glance.
Completed 2024
Cutdown
:15 cutdown.
Fifteen-second cut for social placements.
Featured businesses
OLA banners
Photography
Social
My Role
End-to-end creative direction.
Creative Director across the series.
Led concept, episode structure, and production oversight. Shaped the voice so each episode could stand alone while the series held together.