During the 25th Annual Essence Festival in New Orleans, among the highlights Blackfilm.com and other journalists, influencers and radio hosts experienced was the 2019 Ford Media Ride & Drive hosted by one of the event’s sponsors, Ford and their #MyFordFam campaign.
Ford Motor Company is the exclusive automotive sponsor of the Essence Festival for the 11th consecutive year. In marking the 25th anniversary of this celebration of African American arts and culture, Ford’s slogan is “Paint the Future Proud,” showcasing the work of African American female visual artists and celebrating art in its many forms.
First stop was at the New Orleans African American Museum (NOAAM).
Led on an informative tour lead by Executive Director/Chief Curator Gia M. Hamilton, she told us about the history of the place and then we heard from New Orleans African American Museum (NOAAM) Raj Register, Head of Brand Strategy & Growth Audience Marketing, Ford Motor Company Dee Guerrero, Multicultural Marketing Communications Manager, Ford Motor Company Atlanta-based artist Melissa Mitchell, Lisa Schoder, U.S. Media Intelligence & Strategic Planning Lead, Ford Motor Company and Monique Nelson, Chair & CEO, UWG talk about what Ford does to improved on its latest vehicles, the history behind the paintings and art on display and the history behind the museum.
Self-taught artist, entrepreneur, author and motivational speaker Melissa A. Mitchell is one of many Black women that Ford is investing in.
Born and raised in Miami, Florida, she has a love for vibrant colors, unique shapes, and bold dark lines that she attributes to her Bahamian heritage, melodic sounds and the colorful world around her. In 2014, she founded Abeille Creations and began her journey in the world of abstract art.
In speaking exclusively with Blackfilm.com, she talked about her design for the sneakers and how it reflects their new campaign.
Can you talk about the shoes you designed for Ford?
Melissa Mitchell: When they reached out to me, I wanted to choose a classic shoe and give it a futuristic spin. So I use paints that would glow in the dark. I wanted to include the colors from the exhibit that they had in the convention center. I use a lot of the purples, the pinks, the blues, that royal Ford blue, all the colors I thought that reminds you of the Ford brand; and the theme being pink, “the future proud,” was all inclusive, all those different elements. So I’m going to make sure that when you wear those shoes, you would feel the theme every with every step.
Can you talk about your relationship with Ford?
Melissa Mitchell: When I was tapped to work with Ford it in 2017, it was for a smaller event called My City 4ways in Atlanta. With that, we have massage the relationship to make it bigger than what it was and got a lot of good feedback from the consumer. They love what I was doing. It was memorable. Since then, I’ve traveled to a couple different events, specifically the Black Women in Hollywood brunch in LA for the Oscars. I passed out 400 head wraps to the top celebrities in the film industry. Ford has done a wonderful job of really cultivating the African American creative.
In every city, they pick a different designer, a different chef, of course, a painter and someone in fashion and so I’ve just been able to stand out amongst those creatives and have a very intricate voice in teaching others how important it is to cultivate your craft year to year and just continue to evolve.
Where else are we going to see the sneakers on?
Melissa Mitchell: I am working on some other partnerships in the future. So we’ll see what other company that I will end up with. I love Adidas, love Nike, love Puma. I’m just looking forward to seeing who’s going to take on my different designs and falling in love with what I’m doing.
Up next was the Ford Ride & Drive trip. Each journalist had their choice of vehicles to drive around town with. I got to sit in with Global Grind’s Xilla Valentine as he drove in their powerful F150. I would have preferred the 2020 Explorer, but without a driver’s license, I must defer to the driver. Last year, I got to ride in a yellow Ford Mustang, so to go in the F150 is just as rewarding.
After driving through the areas designated by Ford, we stopped by New Orleans artist Brandon “BMike” Odums’ Studio BE where his latest painting was in full display.
When the tour, brunch and ride was over, we were treated to the following items -the latest Bang & Olufsen headphones, Adidas sneakers with hand-crafted art by artist/entrepreneur Melissa Mitchell, and trendy Lip Bar lipsticks.
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