As Ford rolled out its new global brand platform Ready Set Ford, the team saw an opportunity to create deeper relevance for Black American audiences, especially younger drivers who had not always seen themselves in the brand. From the Ground Up became the response, a culturally grounded storytelling platform that celebrates how Black Americans build, hustle, and manifest their dreams on their own terms, and positions Ford as a partner in that journey. The campaign came to life through an anthemic hero film and two vehicle specific stories: one for F 150 that honors Black men who shoulder the weight for their families and communities, and one for Bronco that spotlights Black women who carve out space for adventure, joy, and self expression.