Call to Serve
The premise
A story showing service beyond the uniform.
An unflinching, deeply human portrait of Dean Wagner — a former Army combat engineer haunted by two tours in Iraq. Struggling with survivor's guilt and isolation, he volunteers with Team Rubicon and deploys into the wreckage of Hurricane Helene. Amid the debris, he rediscovers the power of community, the grace of his wife Ginna, and a sense of purpose that war nearly erased.
Directed & produced by Cole Sax and Phil Hessler · A Think Less Studios production
In partnership with Team Rubicon
- Tribeca X — Official Selection
- SCAD Savannah Film Festival
- COAST Film Festival
- Opening Weekend Film Festival
- East Lansing Film Festival
The work
Think Less responded by quickly becoming an integrated member of the Ford team, collaborating closely with Ford's internal philanthropy and marketing departments, as well as their partners at Team Rubicon. Mobilizing swiftly and creatively, we deployed our crew just 24 hours after Hurricane Helene struck. With resourcefulness, agility, and strategic planning, we produced Call to Serve, a powerful documentary capturing veteran Dean Wagner's transformative journey with Team Rubicon.
The film premiered at the 2025 Tribeca X Festival and secured broadcast distribution across ABC News Live, Disney+, and Hulu — debuting on Veterans Day for maximum visibility. It elevated Ford's brand presence, catalyzed their "Building Together" initiative, and offered authentic proof of the company's commitment to service and community.
A full suite of assets — hero film, partnership cut, teaser, key art, and a photography archive — that amplified Ford's commitment to veterans and community resilience.
Stills from the film
The cuts
Shot on location in
- Asheville, NC
- Tampa, FL
With Think Less, you're not just hiring a team – you're getting partners who go all in.