Creative Director, Brand Experience
Led Ford’s Essence Fest 360° activation to deliver a culturally credible, scalable presence, converting physical engagement into measurable brand and cultural impact across social, in-person, and experiential channels.

The ESSENCE Festival of Culture is the largest African-American culture and music event in the United States.

Outcome:
• 37MM social impressions
• +247K in-person attendees and 29K hand-raisers exceeding activation goals for hand-raisers by 139%.
• 5.47% overall social media engagement exceeding last year’s goal of 4.28% and exceeding the stretch target of 5.25%.
• Increased engagement per post to 6.3% from last year’s 4.1%.

Team: Creative Director, Associate Creative Director (Copy), Senior Copywriter, Junior Copywriter, Strategist, Account Executive, Project Management, Production, Legal, Proofing, External Vendors/Agencies