Get ready to embark on The Game of Fleet—an immersive, gamified training experience inspired by The Game of Life. Instead of a standard death-by-PowerPoint session, dealers navigate a metaphorical game board that mirrors the real-world challenges and opportunities their Ford Pro customers face every day. Rather than choosing a career, participants are assigned a business profile. Instead of marriage, kids, and retirement, they tackle building, managing, and financing a fleet.

Players progress through critical stages of the fleet journey: Building and Upfitting, Electrification, Fleet Management, and Financing to optimize Total Cost of Ownership (TCO). Each board space delivers hands-on learning, showing how Ford Pro’s integrated solutions simplify operations, maximize uptime, and drive profitability. Along the way, players earn simulated Ford Pro Bucks by making smart decisions, culminating in a business-proposal pitch competition where they apply their expertise to win prizes.

By competing in The Game of Fleet, dealers don’t just learn about the brand—they experience it, leaving with the confidence to recommend and sell the right combination of Ford Pro products and services to help their customers thrive.

Every commercial business and government agency has its own unique needs—which means they need the power to choose the vehicles that best support their goals. Anchored in the strategy “No Matter the Business, We Have the Power for You,” this integrated campaign showcased the full range of gas, diesel, hybrid, and all-electric options across Ford’s Class 1–7 commercial trucks and vans, proving that Ford Pro has a solution for every kind of work.

To bring the creative idea “The Power Is Yours” to life, we developed a full-funnel campaign that included broad awareness, segment-specific, and product-specific content. This approach allowed us to target and re-target prospects with the vehicles most relevant to their operations, ensuring every business saw the power that fit their needs.

Awards:

• 06/2024: The D Show (Adcraft Detroit) – Shortlist: TV/Video/Moving Picture Non-Broadcast Under :60

Small business owners and fleet managers often face insurance claims and endless “he said, she said” disputes about what happens on the road. When Ford Pro introduced its Dashcam as part of its telematics software, the goal was to demonstrate its value in a way that fleet drivers would embrace, not resist.

Strategy: Your Business Succeeds When You Have More Eyes on The Road
Creative Idea: 2 Sides to Every Story

The campaign leveraged user-generated dashcam footage paired with driver voiceovers explaining what happened. This approach added levity while showing that there are always two sides to every story: the version you hear, and the version the dashcam recorded. Using humor to break through the clutter in the B2B space, the campaign highlighted how the Dashcam helps validate good drivers, maintain productivity, and protect fleets from unexpected incidents—or even that random deer crossing the road.

​Awards:

• 06/2024: The D Show (Adcraft Detroit) – Finalist/Silver: B2B Campaign

We knew most van lifers try to save time and money by customizing their vehicles themselves. That works fine for interior finishes — but lifting a van for bigger tires or cutting a hole in the roof for a fan can create major problems. From disrupting safety sensors and camera calibrations to voiding warranty repairs, DIY modifications often introduce risks that new adventurers never anticipate.

With the Transit Trail, our engineers handled the hard stuff so customers could focus on the fun stuff. So for the reveal campaign, we put those real van-lifer insights front and center. The result was a fully integrated launch across paid, owned, and earned channels, brought to life through close collaboration with teams and agency partners across the Ford ecosystem.

Ford Pro is a global business unit within Ford Motor Company dedicated to helping commercial customers of all sizes electrify their fleets, boost productivity through software solutions, and lower total cost of ownership. When I joined Ford, there wasn’t even a finalized logo—so I’ve been involved in every aspect of bringing this brand to life, from strategic positioning to full-scale launch.

To establish Ford Pro as both an automotive and technology brand, we took inspiration from entrepreneurial culture. When a new business needs help defining itself, it goes to an incubator. But when an established business wants to reach its next stage of growth, it turns to an accelerator. Through the lens of productivity, that’s exactly what Ford Pro represents for commercial fleets: “A productivity accelerator for your business.”

The brand launch encompassed everything from foundational brand strategy, identity, and guidelines to a full digital campaign and a complete activation across all touchpoints and audiences—including small businesses, commercial and government fleet managers, dealers, investors, and media. Ford Pro consists of five business lines—vehicles, software, charging, parts & service, and financing—and the real value lies in how those offerings are combined to create integrated solutions. Together, they help customers improve vehicle uptime, reduce total cost of ownership, simplify fleet operations, enhance safety and security, and transition to electric with confidence.