Ford F-150 Lightning
Cultural reframing and lifestyle integration for the F-150 Lightning.
Architected the cultural positioning and creator brief for the F-150 Lightning launch
Led cultural + competitive research and translated the 'Passenger Princess' insight into a platform-native narrative for the EV category
Partnered with creators (Renovation Husbands) to bring the positioning to life through everyday, platform driven storytelling
The truck category was anchored to utility-first stereotypes that alienated younger, tech-curious audiences, exactly the demographic Ford needed for the Lightning's EV future.
Younger audiences engage when they feel seen, not sold to.
The Lightning didn't need another spec sheet. It needed a role inside modern domestic life. The 'Passenger Princess' trend was already coding the truck cabin as a shared, intimate space.
Shifted the campaign ROI from 'Utility Awareness' to 'Lifestyle Integration' by leveraging the 'Passenger Princess' cultural trend to reach a younger, tech-savvy demographic.
Pivoted from utility-led messaging to lifestyle integration. Partnered with Renovation Husbands and built into the platform-native 'Passenger Princess' trend, reframing the F-150 Lightning as a shared space for comfort, partnership, and the work of building a life together.
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“Pei approached everything with such an open mind, handled change gracefully, and demonstrated such sincere care for clients, work, and people on the team.”