STUDIO: Imagination
ROLE: Head of Creative
Ford and Carhartt were both born in Detroit over a century ago, both family companies, both built for the people who build things. When the two came together on the first Super Duty Carhartt — the next chapter of a partnership rooted in supporting skilled trades — the reveal couldn't just be a truck launch. It had to honor the customer it was built for.
So we made them the guests of honor. At the Essential Unsung Heroes event at Michigan Central, hundreds of skilled-trades and blue-collar workers — electricians, union members, the people who drive Super Dutys for a living — filled the room where the truck was revealed. A Ford-Carhartt heritage exhibit traced the two brands' shared Detroit story, Ford Pro President Alicia Boler Davis and Carhartt CEO Linda Hubbard spoke to a century of common mission, and country artist Niko Moon closed the night performing live from the truck bed. The event anchored a broader commitment, timed to the opening of the Detroit ToolBank and the brands' workforce initiatives.
The story traveled. National coverage landed from The Detroit News to Fox Business, Equipment World, and Work Truck Online — and orders for the Super Duty Carhartt opened the very next day.