The activation, in motion. Ford’s presence across the weekend in New Orleans — pavilion, panels, performances, ambassadors — cut into one piece.
ESSENCE 24
Ford at Essence Fest 2024 · "She's Got Motion." National 360 + event production. Creative Director.
Sizzle
Essence Fest 2024 — She’s Got Motion.
By The Numbers
19,735
Email opt-ins · +116%
29,278
Hand-raisers · +139%
37M
Social impressions · +529%
500K+
Essence Fest attendees
Overview
When it is her motion, she is the moment.
Ford "She's Got Motion" at Essence Fest 2024. Lineup at the booth: the Freedom of Choice — Bronco, Explorer, Mach-E, Mustang, F-150 — all on stand. SiriusXM broadcast live from the main stage to millions. The working line we built around it all: "With Ford, there are no wrong turns. Come move in your own way."
The challenge: no custom shoot. We built a fresh, electric campaign from existing assets — and engineered three on-stand activations that turned attendees into the content.
"She manifests the future with every move she makes."
— She's Got Motion · campaign line · 2024
The Runway
The booth's centerpiece — a Fordified runway with the vehicles lining the path like VIP red carpet. Attendees registered, received a giveaway, then strutted down in front of the car. A fashion photographer captured each pose. Every guest walked away with a digital print — a polaroid-style takeaway that hero'd them alongside the vehicle. Glam, motion, ownership in one frame.
Community Wall — "What Moves You?"
A collaborative mural built live. The prompt: What moves you? Attendees wrote their answers, got photographed, and pinned both (card + photo) to a growing 16×12 wall. Two prints each — one for the wall, one to keep. By day three the wall itself was the art.
Envision with Ford — Essence Mag frame
A transparent Essence Magazine cover frame attendees could stand behind for a cover-shot photo. Designed for UGC — she is the cover, Ford is the context. Built into her post before she left the booth.
The footprint
100×100 ft booth. 24×12 ft stage for SiriusXM. Sign-in iPads, custom carpet treatments, double-sided 16×12 SEG graphic walls, lounge seating, vehicle displays. Significant budget constraint — solved by designing for shareability, not scale.
Details
At a glance.
Role
Creative Director
Client
Ford
Platform
She’s Got Motion
Event
Essence Fest 2024
On stand
Five vehicles
Constraint
No custom shoot
Reach
37M impressions
Year
2024
Completed 2024
Key Visuals
Stills
Activation photography from Essence Festival 2024 — Ford’s pavilion, the She’s Got Motion environment, ambassador moments, and the audiences who came through.
My Role
End-to-end creative direction.
Directed all creative execution for Ford's activation at the 2024 Essence Festival — one of the largest festivals in the world.
Managed a multidisciplinary team of designers, writers, and producers. Designed an activation strategy spanning physical, digital, and social under significant budget constraints. Oversaw the booth build from design through production. Delivered sweepstakes campaigns, social content, web banners, and event signage. Managed talent and influencer partnerships.