The Challenge As Ford launched "Ready Set Ford" globally, younger Black American audiences didn't see themselves in the brand. We needed to create authentic cultural relevance, not just representation.

The Vision I led the creation of "From the Ground Up," a culturally grounded platform that celebrates how Black Americans build, hustle, and manifest their dreams on their own terms. This positioned Ford as a genuine partner in that journey, not just an observer.

Strategic Approach Rather than adapting the global campaign, we built something rooted in cultural truth. The platform speaks to Black self-determination, resilience, and community while authentically connecting to Ford's heritage of American ingenuity.

Creative Execution The campaign launched through three interconnected stories:
Production Approach

• Partnered with Black directors, writers, and production teams to ensure authentic cultural voice

• Cast real stories and faces from Black communities, not just actors

• Created a visual language that felt premium and aspirational while remaining culturally grounded

• Developed a media strategy that prioritized Black-owned platforms and cultural channels
  

Hero Anthem: An energetic film establishing the platform's spirit and celebrating Black Americans building their futures their way.

F-150 — "The Weight": Honored Black men who carry responsibility for families and communities, positioning the F-150 as a tool that supports their daily work of providing and creating legacy.

Bronco — "Carved Out": Celebrated Black women who prioritize adventure, joy, and self-expression, positioning Bronco as an enabler of freedom and unapologetic authenticity.

We partnered with Black directors, writers, and production teams, casting real stories from Black communities to ensure cultural authenticity at every level.

Impact "From the Ground Up" repositioned Ford within Black culture, particularly among younger audiences. The campaign shifted brand perception metrics, generated organic social conversation, and created storytelling that audiences shared because it reflected their lived experience, not because it was an ad.