In a move to celebrate the passion and dedication of its most loyal customers, Ford Motor Company has introduced a narrative-led editorial platform called Welcome To The Club. This new platform, created by W+K, New York focuses on the stories, interests, and community spirit of Ford enthusiasts who share a common love for the brand’s vehicles.
The first episode of Welcome To The Club is a short film that shines a spotlight on the Mustang Mafia, a close-knit community of Ford Mustang fanatics based in New Orleans. Directed by up-and-coming filmmaker Jared Malik Royal, the film offers viewers an inside look at the Mustang Mafia and their shared devotion to Ford Mustang vehicles.
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While the film captures the essence of the Mustang Mafia’s lifestyle, it also delves into their philanthropic efforts. The community, led by the iconic Bert Groves, not only shares a love for Ford Mustangs but also a desire to give back to their community. One of their initiatives involves feeding the homeless, showing that they are not just about cars but also about making a positive impact in the world.
Bert Groves, the central figure of the film, shares his inspiration for founding the Mustang Mafia. The community now boasts over 300 Mustang owners, all brought together by their passion for Ford Mustang vehicles and their commitment to making a difference in their community.
The film culminates with a sweet gifting moment where Bert and Mustang Mafia donate an older Mustang to a local high school’s auto program. They not only provided the blank canvas, but money for the parts and resources it would require to fix the car up. The Mafia also surprised the high school and rolled up, fifty cars deep. Bert was also in for a surprise when the team behind the film surprised him with a limited-edition Settlemier’s Jackets made founder’s jacket. Watch below:
REELated:
Welcome To The Club goes beyond showcasing the Mustang Mafia’s love for cars; it also highlights the vibrant backdrop of New Orleans as a central character in the film. Textural and meditative shots of the iconic Lake Pontchartrain Causeway are juxtaposed with burnouts and high-speed dyno runs, creating a rich and immersive visual experience.
Adding to the New Orleans flavor, the film’s soundtrack features music by Curren$y, a native of the city, and his producer, Black Metaphor. The music complements the visual storytelling, providing an authentic and local soundtrack that resonates with the community’s spirit.
RSA Films’ up-and-coming filmmaker Jared Malik Royal directed the film and brought to life a story focused around humanity and community, while also ensuring New Orleans was a central character of the film. Beautiful textural and meditative shots of the Lake Pontchartrain Causeway are placed between burnouts and high speed dyno shots.
The focus of Ford’s newest editorial franchise is to celebrate and recognize the people behind the wheel. The film will live on Ford’s U.S organic social media channels: YouTube, YTShorts, Meta (IG & FB), X, Threads, and TikTok.
Welcome To The Club shines a light on the beauty of the community amongst those who share a love of Ford’s vehicles and their community.
CREDITS:
BRAND: Ford Motor Company
- Social Media Content and Strategy Lead: Jess Muir
AGENCY: W+K NEW YORK
- President: Jiah Choi
- Chief Creative Officers: Brandon Henderson, Marques Gartrell
- Executive Creative Directors: Eric Helin, Stuart Jennings
- Creative Directors: Dan Peters, Reef Younis
- Art Director: Dylan Simel
- Copywriter: Nickolas Sugai
- Head of Production: Nick Setounski
- Executive Producer: Jessica Griffeth
- Senior Producer: Jake Freeman
- Designer: Zachary Winterton
- Studio Artist: Erica Remmele
- Head of Project Management: Yann Samuels
- Project Manager: Ash Hester
- Group Strategy Director: Alix Toothman
- Group Social Strategy Director: Caroline Tseng
- Strategist: Darren Wong
- Group Brand Director: Mike Welch
- Brand Director: Tenaya Ende
- Brand Manager: Abby Paige
- Brand Executive: Megan Hu
- Head of Business Affairs, Global: Amber Lavender
- Head of Business Affairs, NY: Anna Beth Nagel
- Business Affairs Manager: Chelsea Appleby Fugate
PRODUCTION COMPANY: RSA Films
- Director: Jared Malik Royal
- Co-writer: Rivers Cahee
- President/Executive Producer: Luke Ricci
- Executive Producer: Matilde Ramos Pinto
- Line Producer: Jeremy Blum
- Production Coordinator: Natalie Orsi
- Production Assistant: Camille Barnett
- Director of Photography: Danyal Niazi
- 1st AC: Andreas Ballesteros
- 2nd AC / DIT: Thristan “Pilgrim” Cecil
- Sound Mixer: Derek Rocque
- Gaffer: Tanner Short
- Key Grip: Patrick McGinley
- Drone OP: Daniel Waghorne
EDIT: Final Cut
- Editor: Matt Carter
- Assistant Editor: Kaylin Smida
- Post Producer: Michael Wadsworth
- Post Producer: Laura Mirabella
- Post Executive Producer: Sarah Roebuck
COLOR: RareMedium
- Senior Color Producer: Heath Raymond
- Colorist: Mikey Rossiter
MUSIC: Jet Life Recordings
- Title: Stoned on Ocean
- Artist/Writer: Curren$y
- Music Company: Black Cloud Music Group
- Titles: EJ2, Motif
- Artist/Writer: Black Metaphor
SOUND DESIGN / MIX: Machine Sound
- Engineer: Alex Bingham
- Assistant Engineer: Chantelle Donovan
- Assistant Engineer: Nicole Watlington
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