PBS & FORD | Finding your roots
Executive Creative Direction | Cultural Storytelling | Production Innovation
Overview
Ford partnered with PBS's Finding Your Roots, hosted by Henry Louis Gates, Jr., to explore the connections between heritage, identity, and the stories that shape us.
The creative challenge was to build a meaningful brand presence within PBS's sponsorship restrictions, where overt product placement wasn't an option. Rather than focus on vehicles, we explored Ford's cultural history and its connection to the broader idea of roots, discovery, and the journeys that define us.
As Executive Creative Director, I led the team in developing a storytelling approach that worked within both the editorial constraints and a limited production budget. Collaborating with The Artery, we used archival-style stock footage and inventive post-production techniques to evoke different historical periods, creating a cohesive narrative that connected Ford's history with the themes of the series.
The campaign extended across PBS broadcast promotions, social videos featuring Franchesca Ramsey, a Twitter conversation, and digital infographics.
Innovation & Impact
Constraint-Led Creativity: Developed a brand storytelling approach that respected PBS sponsorship restrictions without relying on overt product placement.
Cultural Brand Narrative: Connected Ford's history with the series' exploration of ancestry, identity, and personal discovery.
Production Innovation: Collaborated with The Artery to transform stock footage into a cohesive, period-spanning visual narrative within a limited budget.
Integrated Storytelling: Extended the partnership across broadcast, social video, digital content, and audience conversation.
Talent-Led Engagement: Featured Franchesca Ramsey in social content exploring the campaign's cultural themes.
Key Roles
Jarek Carethers — Executive Creative Director
Justin Trapp — Associate Creative Director
The Artery — Visual Effects & Post-Production
