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Director Phil Wall works across the commercial and narrative space, with films like The Book Keepers, The Passing Game, and more. One of his commercial clients, GORUCK, is behind one of the most rigorous and challenging athletic competitions on the planet, called GORUCK Selection, which puts athletes through more than 48 hours of physical, mental, and even spiritual torment. So, when they brought up the idea of capturing the competition, Phil knew there was an opportunity. He just didn’t know what kind.

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.

This year, the Musicbed Challenge had a different end goal than in years past. Creatives had an unprecedented chance to re-shape culture during a critical moment in history. So we asked them to use their talents for the greater good. To find a story within their communities, and to make a film that could make a difference.