The on-the-ground sizzle from Ford’s HBCU 2023 activation. Accelerating Brilliance — game days, tailgates, student ambassadors, cultural moments captured as one piece.
HBCU 23
Ford's 2023 HBCU program. Rooted in the insight that HBCUs are engines of Black excellence. OLA banners, sweepstakes mechanics, experiential presence, master deck creative direction.
Sizzle
Accelerating Brilliance — HBCU sizzle.
Overview
Accelerating Brilliance.
HBCUs are engines of Black excellence. That insight was the backbone of Ford's 2023 HBCU Tour — the framing the work was built to carry.
Ford committed $10,000 to each participating school — Alabama A&M, Alabama State, and Hampton — donated to the department the student body voted for. Books, meal plans, tech upgrades: students decided. The mechanic: vote at hbcuford.com, click your school, click your department. One vote per person, 9/21/23 → 11/4/23.
The program ran across OLA banners (300×250, 320×50, 728×90, 300×600, 970×250), RTH Newsletter (Road to Homecoming), sweepstakes mechanics, experiential presence, and the master creative deck. Hashtag: #FORDHBCU.
Details
At a glance.
Role
Creative Director
Program
Accelerating Brilliance
Scope
OLA · Sweepstakes · Experiential · Deck
Year
2023
Agency
Completed 2023
Stills
Stills — pick in the curator.
Key Visual
The campaign key visual the rest of the program was built off.
My Role
End-to-end creative direction.
Creative Director — led OLA master design, sweepstakes creative, and the identity lockup for the program.
Oversaw the master deck as the through-line between OLA, sweepstakes, and experiential. Kept the visual system tight across formats so the program read as one.