Subaru's brand equity has long included audiences it never officially claimed, soccer moms in the 1990s and, unintentionally but famously, the lesbian community that adopted the brand as a cult favorite without ever being marketed to directly. That legacy had never extended to Black or Black queer drivers, and no one from inside that audience had told the brand's own story back to it.

Tell the brand's own story back to it, from inside the audience it never claimed.

I turned my own experience as a Black queer Subaru owner into the content itself, filming a moment with my spouse at the dealership that asked, half-jokingly, the question the brand had never answered out loud. When it found an audience on its own, I built a partnership proposal within the week and, once signed, led concept and direction on a four-part branded social series for the Forester Hybrid.

• 9M+ cumulative per the partner page] views, 64% click-through rate, 100,000-plus shares

• Converted a single organic post into a complimentary vehicle and a year-long paid partnership that has lasted 2 years now.