Two films, one argument. Tough DNA as the spine, F-150 and Maverick as the expressions.
TOUGH DNA
The BA Truck Portfolio — Tough DNA across F-150 and Maverick. One narrative spine, two vehicles. I ran creative direction end-to-end across the set.
Video
The portfolio films.
Overview
One DNA, two trucks.
Ford's BA Truck Portfolio needed a shared argument — a narrative spine that could cover both the F-150 and the Maverick without flattening either. "Tough DNA" became that spine: tough as lived, not posed. Carried through generations, across vehicles, inside the work.
F-150 anchors the legacy side — the barber, the community, the long tend. Maverick carries the flex — the person building their own life on their own terms. Different surfaces, same DNA.
"Tough is showing up for those around you — no questions asked."
— Tough DNA · campaign line
The Barber
Transforms his shop into a hub for community and connection — a listener, a mentor, a creative, a healer.
The Event Planner
Creativity and precision that redefine what's possible.
The Blue-Collar Worker
Carries progress on his back every day.
Three real stories carried the adaptation — what it truly means to be tough in the face of challenges and opportunities.
Details
At a glance.
Role
Creative Director
Campaign
BA Truck Portfolio · Tough DNA
Production
Year
2024
Attribution
UWG Inc. + Ford
Completed 2024
The argument we made
Tough is lived.
The narrow definition of tough belongs to marketing that hasn't updated in thirty years. Tough DNA argues the other way: toughness as the muscle of daily life. Carrying weight. Showing up. Making a way.
Doctrine · tenet 08
Refusal is design. We refused the default "tough" and wrote a new one.
Stills
Storyboard
My Role
End-to-end creative direction.
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.