[CHALLENGE]
Ford set out to authentically connect with ambitious Black Millennials—the entrepreneurs, creators, and leaders who don’t respond to surface-level representation or tired motivational clichés. This generation values craft, discipline, and legacy. The challenge was to create a campaign that spoke to their lived ambition and honored the real work it takes to build for yourself, your family, and lasting impact.
ClientFord Motor Company
SectorAutomotive
Know-HowCreative Direction
Production
Crew Selection
Casting
RETURN T
[SOLUTION]
From the Ground Up reframed Ford as a partner in the journey of building—physically, creatively, and generationally. I led the creative direction and storytelling to develop a campaign grounded in origin stories,
celebrating the modern multi-hyphenate — the entrepreneurs, artists, adventurers, and parents rewriting what success looks like on their own terms.
Ford is a brand built to support ambition at every stage. The work centered real builders, capturing quiet moments of discipline, vision, and progress.
Every frame, line of copy, and pacing choice reinforced the idea that ambition is constructed over time—and Ford is engineered to carry what matters most along the way.
The result was a modern brand story that deepened Ford’s cultural relevance, expanded its emotional connection with an emerging consumer, and positioned the brand not just as a vehicle—but as infrastructure for legacy-building.
ETURN TO PR