Made in 2024 for the 2025 Explorer refresh. Directed by B. Monet with Quriosity Productions. I ran creative direction end-to-end, picked the creative stack on purpose, and held the line from concept to sound design.
FORD EXPLORER
Ford Explorer reframed around Black women as trailblazers. Dare to Discover turns BlueCruise — the hands-free driving tech — into cultural momentum: when the car can carry you, discovery is what’s left to do. We handed the pen to the right source: a Black director, a Black-led production house, the people whose lives the campaign was about.
Video
BlueCruise cut.
Overview
Dare to Discover.
Ford's 2025 Explorer refresh, made and launched in 2024 — a national 360 campaign aimed at Black women. The hook: BlueCruise, Ford's hands-free driving tech, turned into a permission slip. When the car carries you, what's left to do is go discover something.
The Explorer became the vessel for her discovery, positioned to support her ambitions and carry her toward what she chooses to pursue. Family, friends, a future she defines on her own terms — the SUV held all of it.
"There's more out there to discover… more life. More you."
— Dare to Discover · campaign throughline · 2024
Details
At a glance.
Role
Creative Director
Campaign
National 360
Director
Production
Year
2024 · for 2025 MY
Attribution
UWG Inc. + Ford
Completed 2024 · for 2025 MY
The decision that shaped everything
We handed the pen to the right source.
A campaign for Black women has to be made by people who live that experience — otherwise it's a performance. I built the creative stack around that rule: B. Monet directing, Quriosity Productions producing. Black-led by design.
Doctrine · tenet 01
The source owns the signal. We built the team with that in mind.
Stills
Stills — pick in the curator.
My Role
End-to-end creative direction.
I led the copy and creative team through concept, partner selection, shoot, and post. Acted as the through-line between client, creative, strategy, and production so nothing got lost in translation.
Full post supervision: retouching, mechanicals, video transfers, film color-grading, finishing, and sound design. Every frame and every second of audio went through me before it went out the door.