For the launch of the 2022 Ford Maverick, I helped shape the brand strategy that introduced this compact, versatile pickup to an entirely new generation of drivers. Positioned as “the truck for people who never knew they wanted a truck,” the campaign aimed to break from category norms and expand Ford’s reach beyond the traditional truck audience.

I played a key role in developing the strategic insight and creative brief that defined Maverick’s brand voice: fresh, functional, and for everyone. Recognizing the importance of authentic representation, I also advocated for Gabrielle Union as the face of the campaign—a casting choice that aligned perfectly with the Maverick’s values of creativity, utility, and modern confidence. Her presence brought cultural resonance and helped connect the vehicle with younger, more diverse, and lifestyle-driven consumers.