Ford: Mustang Mach-E Launch

The background

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Ford wanted to create an immersive spectacle and shareable moment to launch their new electric car, the Mustang Mach-E, in a way that everyone would remember. So we conjured a sensory journey that used light to depict the energy and power of the new vehicle.

The execution

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We worked with BBDO on a 180° installation at an exclusive event in Detroit. At the heart, an LED cube lit up the space with neon blue, depicting electric brain neurons, and leaping mustangs in a luminous visual feat. As audiences approached the installation, LED lighting reflected moving light onto a partially hidden object. As light density and speed increased and the music reached a crescendo, the car was finally revealed before the whole space faded to black in a dramatic culmination.

The results

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Captured by influencers and press, the activation produced a wealth of content for audiences to share on social media, connecting others around the world with the wonder of the new Mustang Mach-E.