For Ford’s Make It Revolutionary campaign, I played a key strategic role in shifting public perception of the brand—from “legacy automaker” to innovation leader. This campaign launched during a pivotal moment for Ford, aimed at reintroducing its most iconic nameplates (like the F-150 Lightning) as vehicles of the future—electrified, reimagined, and rooted in the needs of everyday Americans.

To build the strategy, I led the development of focus group discussion guides, uncovered core consumer tensions, and distilled those insights into themes that drove the campaign’s creative and messaging across all channels. My work revealed key barriers to EV adoption—like range anxiety, charging infrastructure, and general skepticism—which informed how we communicated Ford’s commitment to making EVs more accessible, practical, and aligned with American values.

I worked closely with Ford’s internal strategy team and W+K creatives to ensure our strategic POV was reflected not just in the storytelling—but in every vehicle feature we highlighted. I also presented the campaign pitch directly to C-suite leadership at Ford, helping align stakeholders around a unified narrative: Ford isn’t just making cars—it’s building the future of mobility for the country.

This strategy extended beyond advertising. Our work directly connected to President Biden’s visit to the Ford plant, where he previewed the Ford Lightning as part of his infrastructure bill tour—positioning Ford at the center of America’s EV future.