Ford x Carhartt

This project explored the intersection of heritage workwear and automotive craftsmanship through a culturally grounded collaboration between Ford and Carhartt. As a cultural research marketer, I focused on uncovering the shared values of durability, innovation, and local pride that connect both brands to their Detroit roots.

By engaging in place-based research and analyzing community narratives, we shaped a campaign that honored blue-collar resilience while appealing to a new generation of makers. The outcome was a product story rooted in authenticity, designed not just to wear—but to represent legacy, labor, and the evolving culture of American workwear.