FORD F-150

Hero launch film, 2024. Directed by Cameron Busby.

Relaunching Ford's toughest vehicle meant taking on the word itself. For years, "tough" has been seen through a narrow lens — one-dimensional, tied to outdated stereotypes. We went the other direction: tough as lived. Tough as love, adaptability, and the determination to rise above.

The hero story centered the Black barber — listener, mentor, creative, healer. A cornerstone of his community. The F-150 became an extension of his role: a vehicle for connection, reflection, and purpose. The throughline: "Your journey, your legacy to define."

The narrow definition of tough belongs to marketing that hasn't updated in thirty years. The barber carries weight every day — someone else's grief, someone else's celebration, the rhythm of a neighborhood. That's tough. The truck is the extension, the tool he uses to do the work.

F-150 launch spot and Pro Power companion. Cameron Busby directing, Quriosity Productions producing.

I shaped the narrative frame — tough as lived — and carried it through the creative team and the shoot. Partnered with Cameron Busby (director) and Quriosity Productions (production).

Led the copy and creative team through concept and shoot. Supervised post: retouching, mechanicals, video transfers, film color-grading, finishing, and sound design. Liaison across client, creative, strategy, and production.