Ford Motor Company
Transforming delegates into brand protagonists
Imagination: Associate Creative Director - Brand Identity | Interaction Design | Film Direction | Show Storytelling
01. Challenge
Weaving together brand, digital and immersive storytelling centred around customer experience, the event signalled the new dawn for Ford's all-electric future.
Set in Copenhagen, the event ran for six weeks, taking over two thousand guests through a two-day experience, including a 90-minute show and a day exploring five deep dive zones to discover the future of Customer Experience, Product, Connectivity and more, transforming key delegates into brand protagonists.
02. Approach
As ACD, I oversaw the creative output across a wide and varied team, including managing brand and motion designers to create the event identity, writing treatments and setting art direction for 12 reveal films, creating briefs and scripts for the DOP and overseeing the interactive components for the main show and deep dive zones. A significant part of the role was maintaining Creative Direction with the production team as the show content was in continual flux due to Ford executives' appearances and the hero vehicles' availability.
Working closely with the Ford vehicle design team, I directed the output of the CGI to ensure the animations were seamlessly incorporated into the storytelling and film content.
A creative expression that symbolises rapid transformation for an electric future. Rebellious. Bold. Restless. Uncompromising.
Am atmospheric film treatment packed with energy to reveal the Mustang Mach-E Rally, without ever having seen the car
03. Solution
The Adventurous Spirit of each vehicle is realised in cinematic quality, each with a distinctive personality that brings to life the customer profile in a lifestyle-first format. A luscious thirty meter backdrop to reveal the vehicle live on stage.
With a focus on CX, the five deep dive zones are designed to educate and inspire, giving the delegates a glimpse of what will come with the new wave of electrification, beyond the physical product.
Spotlighting the customer of tomorrow, the interactive show deep dives into the key CX challenges faced in the purchase and ownership journey
04. Impact
Event synopsis:
A six-week event in Bella Center Copenhagen
Over 2,000 delegates transformed into brand protagonists
North star strategy brought to life with five tangible approaches to improve CX
12 new vehicles launched, each with a distinct Adventurous Spirit
Project Team
Creative Director: James Keane
Experience Strategy: Paul Cowan
Senior Creative Producer: Becca Ambridge
Senior Creative: Ian White
3D Design Director: James Goldsworthy
Motion Designer: Stuart Sinclair, Matt Mood
Editor: Matt Mood, Andy Smith
Project Manager: Andrew McKinna
Storyboard artist: Paul Collicutt