The Southeast Ford Dealers have been funding a Ford initiative targeted towards African American women for several years and after a few different iterations of one campaign, they decided it was time for a refresh and a new campaign for this platform.

We still wanted to celebrate the strength of African American women as we had done in the previous campaign, Born to Roll, but this time decided to focus on one of the main reasons they have this strength. For generations, the people of this community have lifted each other up, celebrated one another’s accomplishments, and passed on words of wisdom. That is where we drew inspiration for the 2022 campaign, Listen Wisely.

In these spots we highlight how listening to loved ones as well as yourself can give you the ability to see the strength within yourself and how Ford can assist you in growing that strength daily.

My part: Co-created a high-performing campaign for a traditionally tough African-American women's demographic. From concept to location scouting, director, talent, and wardrobe selection, through to art directing on set and in post, I was integral to every stage of development—while independently managing a separate on-set crew to capture, personally edit, and deliver all social video and photo assets.