Overview

When the Covid-19 nationwide, shelter-in-place orders brought the live entertainment industry to a halt. Alone in his home missing friends and family, legendary producer & DJ, D-Nice combated the loneliness head-on and created his now famous “Club Quarantine.” This original, inventive response to the pandemic provided a virtual dance club for millions of people to unite and collectively cope as D-Nice spun musical hits for hours on end. It was this pioneering spirit that led us to pair Ford Motor Company and famed DJ D-Nice to launch the all-new 2021 F-150 in a new multicultural lifestyle campaign “More Than Tough.”
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Role
Creative Direction
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Project
Ford F-150: Work It Out Featuring Dj D-Nice
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Client
Ford
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Agency
Uniworld Group (UWG)
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Objective

The intention for the ‘More Than Tough’ campaign headlined by the :60 “Work It Out” spot was to recognize and celebrate the spirit of American ingenuity. By developing many innovative features to accommodate the diverse needs of its F-150 owners, Ford elevated what’s possible with a little creativity and the right pickup truck. The goal was to champion said creative spirit placing D-Nice at the center of an intersection of stories showcasing a male artist and female caterer who use their F-150 trucks to come together with D-Nice to celebrate a momentous occasion with the hip-hop classic “Call Me D-Nice” serving as the soundtrack.
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