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Brands are always looking for the holy grail of advertising: Authenticity. But, it’s one of those tricky pursuits where the more intentionally you grasp for it, the more difficult it is to acquire. By its very nature, you can’t manufacture something that’s organic. And, that’s why brands bring in talented directors like Jane Qian. She’s quickly becoming a prominent name in branded content, through her work with Arm & Hammer, Nike, Paralympics, Chevrolet, and more, and a big part of that is because her work doesn’t seem branded at all.

It’s been 24 years since the last Bronco came off the line at Ford, so the iconic brand knew it needed to make a bold statement for the 2020 rerelease of its off-road workhorse. As their creative agency, Wieden+Kennedy’s internal team collaborated with Musicbed composer Ryan Taubert and Director Salomon Ligthelm to create a sound as epic as the campaign.

Launching your first feature is no small feat. Some will say the hardest part is finding an idea worth pursuing, or that the real roadblock is convincing other people that your idea is worth pursuing. Others point to the logistics of production as the real challenge. One thing is for certain: well-informed preparation goes a long way towards making the process smoother—helping you bring the film you’ve envisioned to life.

When you’re relaunching a brand as iconic as the Ford Bronco, there’s more than a little bit of pressure. It’s almost like remaking The Godfather. In other words, you better not screw it up or you’re going to have an army of angry fans at your door. Wieden+Kennedy’s team was facing this pressure head-on, and so much of their brand reveal hinged on the creative—specifically the director’s vision and the music.

Welcome back to our second article in a series exploring The Commercial Directors Diversity Program, or CDDP. In this installation, we had the opportunity to speak with Vanessa Black and Jane Qian about the specifics of their productions and how they overcame challenges to make them a reality.

At Musicbed, we’re passionate about CDDP’s cause because we get it. The commercial industry can be an intimidating place. Beyond being underrepresented, there’s a whole set of skills needed to navigate a professional career. There are clients and collaborators. There are pitches and revisions. It’s a whole different beast.