Ford Pro Experience

Barcelona

2022

ART DIRECTOR

CONCEPT ARTIST

We were asked by Ford to create an engaging live reveal experience for the embargoed Ford V710 E-Transit Custom. In the process, we were required to build drama and excitement for Ford’s electric future.

V710 REVEAL

FRD01 / →

FRD02 / →

FRD03 / →

The space was dark and moody, giving no clue as to how deep the room was. Vertical LED wash beams created an extra layer, distorting the perception of space and obscuring the view from the embargoed E-Transit which sat just behind, ready for its reveal.

The animated pattern went through several rounds of experimentation to perfect it. Visually, the pattern needed to match the E-Transit Custom’s new distinct grill pattern, making the experience completely unique to this model.

I commissioned and collaborated with sound engineer and composer, James Filippides, to deliver a special composition and a truly “electric” sound for the reveal. The track was completely in time to the visual cues, and as an animated lightning bolt struck across the screens, the room was lit up dramatically revealing the new striking blue E-Transit Custom.

Previous

Ford Pro Experience
Next

LYNQ