The BA Truck Portfolio — Tough DNA across F-150 and Maverick. One narrative spine, two vehicles. Ran creative direction end-to-end across the set.
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 it is actually lived. 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.
Transforms his shop into a hub for community and connection — a listener, a mentor, a creative, a healer.
Creativity and precision that redefine what's possible.
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.
The F-150 launch film, with the barber at its center, has its own page: Ford F-150.
Completed 2024
Two films, one argument. Tough DNA as the spine, F-150 and Maverick as the expressions.
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.
Creative lead on the platform — the narrative spine that had to hold both the F-150 and the Maverick without flattening either — and on each vehicle’s film in turn, 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.