ESPN | The Drive

Executive Creative Direction | Brand Strategy | Partnership Development

Overview

The Drive was an original branded content platform connecting women's participation in sports with success in leadership and professional life.

As Executive Creative Director, I led the team that originated the idea, conducted the research, and identified the connection between athletic experience and leadership. Inspired by findings that 94% of women in C-suite positions had participated in sports, we developed a concept celebrating how the determination, confidence, and resilience built through sports can carry into other areas of life.

We brought the idea to ESPN, initiating a collaboration that connected Ford's Go Further brand philosophy with compelling stories of women athletes. The resulting digital content celebrated ambition and achievement while encouraging young women to pursue their own paths.

Innovation & Impact

• Original Strategy & Concept: Led the team that conceived The Drive, identifying the connection between women's athletic participation and leadership.

• Research-Led Creative: Built the campaign around research linking sports participation with professional achievement.

• Partnership Development: Initiated outreach to ESPN, helping establish a collaboration between the sports network and Ford.

• Athlete-Led Storytelling: Used stories of women in sports to explore ambition, perseverance, and leadership.

• Digital Branded Content: Translated Ford's Go Further philosophy into an original storytelling platform.

Key Roles:

• Executive Creative Director: Jarek Carethers

• Associate Creative Director: Justin Trapp