Ford | Shopping

Executive Creative Direction | Brand Storytelling | Multicultural Marketing

Overview

Ford's Shopping campaign brought a fresh perspective to automotive storytelling by celebrating the creativity, ambition, and everyday experiences of Black families.

Featuring Egypt Ufele, a young fashion designer and anti-bullying advocate from Queens, New York, the broadcast spot follows a mother and daughter shopping for fabric. What appears to be an ordinary errand becomes a story about imagination, self-expression, and the support that helps young talent thrive.

As Executive Creative Director, I led the creative team behind the campaign, bringing an authentic cultural perspective to Ford's storytelling while connecting the brand with African American audiences through a relatable, human-centered narrative.

Innovation & Impact

• Award-Winning Creative: Won the Grand Prize at the 2017 ANA Multicultural Excellence Awards.

• Authentic Storytelling: Featured real-life designer and entrepreneur Egypt Ufele, grounding the campaign in her passion for fashion and self-expression.

• Cultural Relevance: Connected with African American audiences through a contemporary family story centered on creativity and aspiration.

• Integrated Content: Extended the campaign across broadcast and social channels.

Key Roles:

• Executive Creative Director: Jarek Carethers

• Associate Creative Director: Tiffanni Spann

• Senior Writer: Alejandro De La Villa