UNCHARTEDCANADA
Stories Ford Can't Buy.
Only Earn.
The best automotive marketing doesn't look like marketing at all. It looks like a family loading a Bronco for a week in the mountains. It sounds like a welder in Prince George explaining why he'll never drive anything else. It feels like pulling a Lightning into a volunteer staging area after a wildfire — not for a photo op, but because that's what the truck does.
Uncharted Canada is a touring documentary content series that follows a small crew — led by filmmaker Desiré Amouzou and his daughter Adriana — as they drive a different Ford vehicle each week across the country, documenting the people, food, trades, and communities that make Canada what it is. Top Gear meets Bourdain meets National Geographic — built for social, designed for Ford, produced lean.
"Every week, a new vehicle. Every stop, a new community. Every story, a reason someone buys a Ford — not because we told them to, but because they saw it being lived in."
— Desiré Amouzou, Find You in the ValleyA Rotating Fleet Content Engine
Each week of the tour features a different Ford vehicle — Bronco, F-150, Maverick, Lightning. Every vehicle gets its own chapter, terrain, and story arc. The product rotates. The story never stops.
Not a Commercial Shoot
No studios. No scripts. No actors. The crew lives out of MSA Ford's EV F-150 with a rooftop tent. Ford is the enabler of the story, never the interruption. The vehicles prove themselves through use, not through voiceover.
The Current Agency Is Punching Under Weight
Ford's Canadian marketing knows social is the future. Mike McDonald has led the way at MSA Ford and believes the current national marketing agency is punching under its weight. He's right. The opportunity is a content partner with two years of Ford work already done. That partner is in the room.
FORD × RED CROSS.
FROM INITIATIVE TO IMPACT.
Ford Canada already supports the Canadian Red Cross. But support and storytelling are different things. Uncharted Canada turns that partnership into living, breathing content — on the ground, in communities, face to face.
Every leg of the tour includes a Community Preparedness Stop. But this time, the crew arrives with produced content — survival footage, community stories filmed on the road — that makes the session feel like an event, not a lecture. We also produce standalone videos for the Red Cross that they can use in presentations nationwide. Their message. Our production value.
WILDFIRE READINESS
BC Interior, Alberta foothills — communities that live with fire season every year. We show up before the crisis, not after.
FLOOD PREPAREDNESS
Fraser Valley, Prairie river towns — document the prep, the plans, the people who've rebuilt before.
WINTER EMERGENCY KITS
Northern BC, Yukon, NWT — extreme cold, remote roads. Ford vehicles as literal lifelines. Red Cross kits in every community hall.
November 2025. MSA Ford.
A Lesson in Content.
Last November, we hosted a Red Cross emergency preparedness event at MSA Ford. Cliff Prang hosted. We filmed. Community members came out. The Red Cross presenters were knowledgeable and sincere — but the content was tough. Getting people genuinely invested in emergency prep in a dealership setting was an uphill battle.
The material was important. The delivery wasn't built for engagement. That event taught us something critical: this content works better on the road. A rolling show — arriving in a town with stories, survival footage, real visuals, and an audience who showed up because something interesting is happening — that's a different equation entirely.
Static Presentations Don't Hold Attention
A dealership event with slides and speakers struggles to compete for attention. The Red Cross material is critical, but the format needs production value and storytelling to land.
A Rolling Show Changes the Dynamic
When the crew arrives at a town hall with real footage — survival stories on camera, community portraits, road content — the preparedness message comes alive. People invest because they're part of something happening, not watching a presentation.
Build Red Cross Better Content
We don't just present alongside the Red Cross — we produce for them. High-quality videos they can use in their presentations across the country. Their message, our production. That content outlives any single event.
Don't Back Off — Level Up
The November event showed this idea has legs but needs the right format. Uncharted Canada is that format. We take the seed planted at MSA Ford and grow it into a national touring program.
One Trip. Dozens of Assets.
Months of Content.
Every stop on the tour generates a full content ecosystem — from long-form documentary episodes to 15-second social clips. Nothing is shot once and used once. Every frame works harder.
Episode Documentaries
Full-arc episodes following a single community, person, or leg of the journey. Cinematic grade. Real stories. Each episode features that week's vehicle naturally woven into the narrative.
Social Reels & Shorts
Punchy hooks, authentic moments, behind-the-scenes. Shot on DJI Mimos and Action 6 cameras by the crew themselves. Designed for shareability. Product integration through natural use.
Red Cross Prep Segments
Dedicated segments from each community stop. Practical, warm, real. Co-branded Ford × Red Cross. Produced for the Red Cross to use in their own presentations nationwide — not just ours.
Road Bits & Character Sketches
Cliff Prang's writing chops meet the chaos of the road. Family comedy, crew dynamics, improvised moments that give the series personality and rewatchability.
Honest Rides: Road Edition
Ford also receives Honest Rides vehicle reviews for every model on the tour — the same format proven with MSA Ford's social audience. Each week's vehicle gets a no-BS review filmed in the field. Real terrain. Real conditions. Real opinions. This feeds the dealer ecosystem at no additional production cost.
Distribution Strategy: Content flows into two ecosystems — the Ford Canada campaign channels (dealer pages, Ford social, sponsored placements) and the Find You in the Valley network (findyou.ca, findyoufilms, Carvids). The series drives discovery. Ford content drives conversion. The flywheel feeds both.
60 Years of F-Series.
60 Years of Bronco.
One Tour to Tell It
All.
2025 marked the Diamond Anniversary — the F-Series' 60th consecutive year as Canada's best-selling pickup. The Bronco celebrates 60 years of its own with a special edition. The Maverick just had its best year ever — sales up 101%. The Mach-E Rally is Ford's first rally-inspired electric SUV. Uncharted Canada brings all of it to life on the roads these vehicles were built for. The fleet rotates weekly. Each model gets its own chapter, terrain, and story arc. Five weeks. Five vehicles. One country.
Ford Bronco
Mountain passes, backcountry access, the rugged BC Interior. The 2026 Bronco 60th Anniversary Package — special colours, white hardtop, unique accents — opens the series with heritage and energy. Removable doors on camera. G.O.A.T. modes on real trails. The adventure chapter that stops the scroll.
Ford F-150
Canada's best-selling truck for 60 consecutive years — in the communities that made it so. Orchards, ranches, rebuild sites. A dedicated segment interviews Canadians about their first F-150, their dad's F-150, generational truck stories. The 60th anniversary isn't a press release — it's a chapter of the series. PowerBoost Hybrid or Tremor depending on terrain.
Ford Maverick Hybrid
The truck for people who didn't think they wanted a truck — and now it's outselling its gas counterpart. Hybrid efficiency on long northern stretches. Compact enough for tight mountain towns. Food stops, small cities, First Nations communities. The people's truck in the places that need it most.
Ford Ranger Raptor
The Ranger Raptor takes on the most demanding terrain of the tour — the Alaska Highway, gravel switchbacks, and the Dempster. More rugged than the Maverick, more manageable than the F-150 on loose surfaces. A fresh model that hasn't gotten the content love it deserves. This is where it earns it.
Mustang Mach-E Rally
Ford's first rally-inspired electric SUV closes the series. The Mach-E Rally in Vancouver — parallel parking in Gastown, charging at a condo, then tearing up logging roads near Squamish in RallySport mode. 480 horsepower, underbody shields, MagneRide damping. City streets to dirt roads in the same episode. This is the content Ford's EV marketing team will amplify.
EV F-150 Lightning + Rooftop Tent
MSA Ford's EV Lightning with rooftop tent is the crew's constant companion — camp power, mobile charging, and the visual anchor that ties every week together. While the featured vehicle rotates, the base camp truck is always there. Mike McDonald putting this vehicle on the road is MSA Ford's skin in the game. It's the through-line: wherever we go, this is where we sleep.
Ghost car: Ford Explorer or Expedition — large enough for crew, gear, and exterior driving shots. Fleet rotation is flexible — vehicle selection adapts to terrain, season, and Ford Canada's marketing priorities. The 5-week structure can expand for future tour legs.
Lean by Design.
Not by Compromise.
The crew owns its prime cameras. MSA Ford provides the EV F-150 Lightning with rooftop tent as the base camp vehicle. Cliff is learning camera to reduce crew costs. Most nights are in the tent. The production is lean — but the crew gets paid. Below are ballpark ranges for a 5-week touring production with two vehicles and a core crew of six.
Note: These are ballpark ranges for a non-union indie touring production. Actual figures will be refined in a detailed production budget. The goal is to show that this program is achievable at a fraction of what traditional automotive campaigns cost — while producing significantly more content over a longer lifecycle.
Lifetime Shared Rights.
Content That Belongs to Everyone Who Made
It.
This is not work-for-hire. The content produced by Uncharted Canada is a shared asset — lifetime rights split between Ford Canada and Find You Films. Ford gets perpetual usage rights across all their channels. Find You Films retains co-ownership for distribution, festival submission, and brand development. Both parties benefit as the content library grows.
The Numbers Behind the Story
Per tour — episodes, reels, Honest Rides, community segments, BTS
Each generating local press, social mentions, Red Cross co-promotion
From a single 5-week tour — repurposed, recut, redistributed
Including two 60th anniversary models and the Mach-E Rally
Cost Efficiency: Traditional campaigns spend six figures on a single commercial. This produces months of multi-format content from one tour — shot by the crew, edited in-house. The per-asset cost is a fraction of traditional production.
Earned Media: Every visit generates local press, Red Cross co-promotion, social shares, and word-of-mouth. Every Honest Rides review feeds the dealer ecosystem. Earned, not paid.
Small Audiences. Real Reach.
Built to Compound.
Every channel feeds every other channel. Content is reshared, recut, and repurposed across the ecosystem — Ford's channels and ours. The audience compounds with every stop.
Owned Brand Presence
We can create dedicated social channels called Uncharted Canada — just like we now own the domain. This establishes a standalone digital home for the series, building an independent audience that runs in parallel with Ford's and Find You's existing ecosystems.
Find You Network
Ford Ecosystem
Cross-Cultural Canada.
Ford Means Something Different
to
Everyone.
Canada is built on immigration. Ford is a global brand. To a family from Brazil, an F-150 means something different than it does to a fourth-generation rancher in the Cariboo. To someone from Mexico, a Transit represents a different kind of opportunity. Uncharted Canada documents that spectrum — the many ways Ford fits into Canadian life across cultures, languages, and communities.
Immigrant Stories & Ford
Interview newcomers and first-generation Canadians about what Ford means to them — the first truck they bought, the vehicle that got them to work, the brand they knew back home. Real stories from real communities that look like modern Canada.
Ford Brazil × Ford Mexico × Ford Canada
Potential cross-market collaboration. Content featuring Brazilian-Canadians, Mexican-Canadians, and other diaspora communities creates shareable stories that resonate beyond Canadian borders. Ford's global footprint becomes a storytelling asset.
Togolese-Canadian Host. Multicultural Cast.
Desiré brings a Togolese-Canadian perspective. The crew itself represents the diversity of the country they're documenting. This isn't a diversity play — it's just what Canada looks like when you stop casting from one zip code.
Documenting This Country as a Whole
The idea of documenting Canada — all of it, not just the expected parts — is significant. Maybe Ford Canada sets the tone for that. A brand that says: we belong everywhere in this country, and so do you.
Two Vehicles. Six People.
Built for the Road.
Two vehicles on the road: the featured Ford and a ghost car running alongside. The ghost car carries additional crew and gear, captures exterior driving footage, and provides logistical support. Family-oriented by design. Mike McDonald, as Show Producer, brings MSA Ford's credibility and Ford Canada relationship to the table — this isn't a cold pitch, it's a partnership between people who already work together.
Desiré Amouzou
Documentary filmmaker, creative director, and primary camera operator. Togolese-Canadian perspective. Two years with MSA Ford. Brings his daughter Adriana on every leg — she's part of the story. Travels with his partner in the featured vehicle.
Cliff Prang
Comedy writer and natural screen presence. Cliff handles the hosting balance — community interviews, comedy bits, and the moments that need warmth. Learning to operate camera to reduce crew costs. Hosted the November Red Cross event. Travels with his partner and son.
TBD — Conservationist / Humanitarian
A female co-host who brings a conservationist or humanitarian angle — someone who can lean into celebrations, seasonal content, and the Red Cross community moments. Also a capable camera operator and photographer. Her perspective and presence balance the crew on-screen and expand the audience reach.
Ghost Car Crew (Vehicle 2): Two additional crew members travel in the second vehicle — handling exterior driving shots, B-roll, drone operation, and logistics. The ghost car ensures we never miss the money shot of the featured Ford on the road.
David Stewart
DOP, editor, and producer with the Inuvialuit Communications Society for over a decade. Produced the documentary End of the Ice Age about the Inuvik-Tuktoyaktuk ice road. Deep knowledge of Arctic communities, drone-certified, and connected to the stories that matter in the western Arctic. David hosts the Inuvik leg and provides local production support.
Chesto & Ed
Mixed editing team handling post-production while the crew is on the road. Footage is uploaded daily; episodes are cut and delivered on a rolling schedule. Two episodes per week begin posting in the second week of the tour.
Fraser Valley to Inuvik.
Then Back to
Vancouver.
The inaugural tour covers British Columbia from the Fraser Valley to the Arctic — the Dempster Highway stretch most Canadians have never seen. Each leg maps to a different vehicle chapter. Every stop is a story. Every story is Ford.
Home Base Launch
Kick off from the Fraser Valley — the community Find You in the Valley was built in. Local businesses, trades, and the MSA Ford connection. The Bronco opens the series with energy and rugged visuals.
Orchards, Wildfires & Rebuilding
Moving into the interior where the F-150 shines. Focus on agricultural ties, community rebuilding after fires, and the 60th-anniversary legacy of the truck in a region that relies on it.
The Push North
Prince George, Terrace, and the long stretches north. The Maverick's efficiency gets tested, showing how this compact hybrid handles big-country driving and northern weather.
The Arctic Circle
Whitehorse up to Inuvik via the Dempster Highway. The Ranger Raptor takes on gravel, permafrost, and the most rugged terrain of the trip. High-stakes driving, remote survival, and incredible drone visuals.
City Limits to Logging Roads
The finale. The EV lifestyle in Vancouver juxtaposed with the Mach-E Rally tearing up logging roads in Squamish. A modern, high-energy close to the inaugural tour.
The Content Partner Is In The Room
We've already done two years of Ford content. We know the brand, the dealers, and the vehicles. This isn't a theoretical pitch from an agency trying to learn automotive. We are ready to put this on the road.