At Wieden+Kennedy New York, I played a key strategic role in shaping Built for America, a national campaign designed to reinforce Ford’s legacy and its commitment to the people and values that define American life.

I led the research and insight development that informed the campaign’s strategic direction—from building the discussion guide and leading stakeholder interviews, to identifying and synthesizing themes that ultimately supported the “Built Together” creative platform. My work helped highlight Ford’s role as the leading assembler of vehicles in the U.S. and the largest employer of U.S. hourly autoworkers, anchoring the campaign in real proof points and cultural resonance.

In addition to informing the brand platform, I also wrote creative briefs for the social assets supporting “Built Together,” ensuring cohesion across channels and storytelling formats.