FORD F-150

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 For years, "tough" has been seen through a narrow lens — one-dimensional, tied to outdated stereotypes.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 platform behind it — Tough DNA, one narrative spine across the F-150 and the Maverick — is on its own page: Ford Tough DNA.

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

Hero launch film, 2024. Directed by Cameron Busby.

Creative lead on the F-150 launch film — the barber as the argument — from the narrative frame through the shoot with Cameron Busby (director) and Quriosity Productions.

Led the copy and creative team from concept through the shoot, then supervised post: retouching, mechanicals, video transfers, film color grading, finishing and sound design. Throughout, the point of contact between client, creative, strategy and production.