Ford launches editorial platform with a W+K film about Mustang fanatics
The film, Welcome to the Club, follows New Orleans community-led collective Mustang Mafia and kickstarts Ford’s new “narrative-led” editorial platform.
- 26 October 2023
- Olivia Hingley
To launch Ford Motor Company’s new “narrative-led” editorial platform, Wieden+Kennedy New York has created a short film that centres on the Mustang Mafia, a New Orleans group of “Ford Mustang fanatics”. With the tagline “a bunch of good dudes with bad cars”, their connection is fostered by a shared love of the car, as well as a desire to uplift their local community.
The film stars Bert Groves, the founder of the 300-member-strong Mustang Mafia, following him on his daily routine, getting a tattoo and meeting with fellow members of the group. Described as a “community icon”, Bert outlines his inspiration for starting the club, from his love of the Mustang being instigated by its revving sound, to the desire to provide a space for young people to open up and engage in “community service and camaraderie”, such as providing food to homeless individuals. Toward the end of the film Bert is shown gifting an older vehicle to the local high school’s auto program, and the money and resources to fix it up.
Emerging filmmaker Jared Malik Royal directed the film. Alongside the human focus of the film, at the core of Jared’s vision was having the city of New Orleans feature as a “central character”. Satellite shots show off its grid-like streets, long bridges and iconic Lake Pontchartrain Causeway. The film soundtrack is provided by New Orleans rapper Curren$y and his producer Black Metaphor.
The purpose of Ford’s first editorial branch is to “celebrate and recognise the people behind the wheel”, a press release details. “Welcome To The Club shines a light on the beauty of the community amongst those who share a love of Ford’s vehicles.”
GalleryFord & Wieden+Kennedy New York & Jared Malik Royal: Welcome to the Club (Copyright © Ford & Wieden+Kennedy New York & Jared Malik Royal, 2023)
Ford & Wieden+Kennedy New York & Jared Malik Royal: Welcome to the Club (Copyright © Ford & Wieden+Kennedy New York & Jared Malik Royal, 2023)
About the Author
Olivia (she/her) joined the It’s Nice That team as an editorial assistant in November 2021 and soon became staff writer. A graduate of the University of Edinburgh with a degree in English literature and history, she’s particularly interested in photography, publications and type design.