Go Electric

Back in 2018, Ford was developing their electrification strategy. We went to them with a consumer and media facing touring activation to take that strategy out to the masses across Europe. Deploying it in Frankfurt, Genoa before it landed next to Marble Arch in Central London with the Iconic Mustang Mach-E European debut.

Blasting out of the early adopter phase, Ford’s Go Electric experience was Full of touch points to demystify electric for the masses and deliver on their POV - that electric was not boring.

E-Launch - an acceleration launch ride was a key component in the experience. With a team of ride builders including lighting, sound, digital, technologists and fabricators I spent a week in the middle of Germany directing and crafting the experience.

Often the general public miss out on a show that only the media get to see. In London I devised a repeatable show, placing the car on a semi-enclosed revolve revealing the car twice an hour.

We produced a series of interactive touchpoint including an AR powertrains display, a digital / physical EV charger activation and an infotainment demonstrator for the new Mustang Mach-E.

After the pandemic, the tour morphed into different structural solutions, built for a COVID safe experience. We added a new ‘Smart Vision’ AR experience with the newly revealed car able to join the tour. Built in Unity in collaboration with Make Associates and Solarflare.