September, 2025-October 2025: Ready Set Ford, a Global Brand Campaign
The Ready Set Ford platform came to life in the form of a bold advertising campaign with distinctly new energy, across every surface area from broadcast TV to OOH to all Ford-owned social channels.
This campaign represented drivers on their best days. Not simply marketing to them but inspiring them to get out there and accomplish more.
Ready Set Ford displayed the absolute best of the Ford brand across products, services, and experiences, including racing investments and commercial leadership.
Like the words imply, Ready Set Ford is about reasserting the profound sense of urgency and excitement that’s at the heart of the Ford brand. The marketing team at Ford offered support for those with the drive to make big things happen, and who aren’t waiting around for anything.
The team transformed the brand’s core strengths into the new Global Brand Strategy and translated that strategy into the consumer-facing platform that is Ready Set Ford.
The Ready Set Ford campaign was visible to the public across many high impact media touchpoints starting September 10th, 2025. It was launched it in the US across social channels, with Ford ambassadors, across .com, in earned, and in Thursday Night Football. This campaign was also visible on The Tonight Show with Jimmy Fallon Monday, 9/15, for a special Detroit-hosted episode to celebrate the launch of the effort.
My Role: As Sr. Designer on the Marketing Team, I worked closely with our partner agencies to format and prototype Ready Set Fordbrand-specific galleries on 10+ vehicle home pages across .com including: Mustang Mach E, Bronco, Expedition, F-150, and more.
Links to Additional Creative:
September 2025–Present (My contributions were made prior to launch)
The "Ready Set Ford" campaign marked Ford's first new global marketing initiative in over 15 years. Its primary goal was to modernize and re-energize the Ford brand, aiming to redefine its identity and deepen its connection with customers in a rapidly changing automotive landscape.
The campaign was built around four core brand promises—Capability, Passion, Community, and Trust—which Ford intended to communicate "everywhere" globally by the first quarter of 2026. This multi-billion dollar initiative signified a remarkable investment by Ford to rebuild aspiration and excitement for its products while reinforcing its commitment to sustainability and innovation. In essence, "Ready Set Ford" is a global effort to refresh the brand's image and connect with a new generation of customers by highlighting its core values and future vision.
The campaign launched in the U.S. across social channels with Ford ambassadors, on Ford.com, through earned media, and during Thursday Night Football. It was also featured on The Tonight Show Starring Jimmy Fallon on September 15 for a special Detroit-hosted episode to celebrate the launch.
My Role
As Sr. Designer on Ford’s Marketing team, I worked alongside our partner agency to produce "Ready Set Ford" brand-specific artifacts. As part of my role, I acted as the liason between Ford’s legal team and our partner agency. I uploaded new versions of creative to the legal team and made adjustments as needed, while keeping our key stakeholders and partners informed.
I crafted mosaic galleries for 10+ vehicle homepages across the Ford website, including the Mustang Mach-E, Bronco, Expedition, F-150, Lightning, and Super Duty. I also designed a website banner with RSF branding to announce the all-new F-150 Lobo trim.
Additionally, I animated campaign-specific billboard videos for the website highlighting five themes of the 2025 MY vehicles: Interior, Exterior, Storage, Public Charging, and Pro Power Onboard. We utilized new AI functionality within Adobe Target to auto-allocate site traffic based on engagement analysis. The five billboard videos ran simultaneously to various audiences as determined by the AI feature. As a contingency for slow load times, I also designed static billboard backups.
I communicated directly with our legal team to ensure each piece of creative was approved before launch, making minor adjustments as needed, and then relayed these requirements back to our agency.
Results
Turnaround Time: All creative assets on my end were completed within a 2–3 week window.
Brand Recall: The campaign achieved an 87% "brand match," meaning 87% of surveyed respondents identified the ad as Ford after viewing it. This surpassed the typical automaker average of 78%.
Total Sales Growth: Ford’s total sales rose 6.0% to 2,204,124 vehicles, marking its highest sales year this decade.
Global Expansion: As of early 2026, the campaign has successfully rolled out to all of Ford's global markets.
In-progress Figma work organizing and designing the mosaic galleries
Mosaic gallery on the 2025 Mustang Mach E vehicle home page
Mosaic gallery on the 2025 Bronco Sport vehicle home page
Mosaic gallery on the 2025 F-150 Lightning vehicle home page
Mosaic gallery on the 2025 Ford Explorer vehicle home page
2025 F-150 webpage with Ready Set Ford branding and the new Lobo trim
In-progress work with our partner agency setting up the Ready Set Ford billboard banner videos
Static billboard banner assets for each category