Ford Pro Experience
Barcelona
2022
ART DIRECTOR
CREATIVE CONTENT
VISUAL ARTIST
Ford hosted a special event in Barcelona, Spain to introduce a new benchmark for electric vehicle productivity and ownership experience with the new all-electric E-Transit. The event signalled a step change for commercial vehicle fleet productivity with the roll-out of its innovative, digital solutions platform called, Ford Pro – designed to increase uptime and lower operating costs to commercial customers of all sizes.
The challenge was to design the comprehensive two-month long event in Spain. Ford needed a bold, multi-sensory graphic and experiential system to distinguish the five pillars of the new Ford Pro offering, combining vehicles, software, charging, service and financing for commercial vehicles, and providing customers with one platform to operate their fleets as they adopt connected and electrified vehicles across their business.
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As a centrepiece for the event we designed and built a central data-hub - a responsive and digital structure with motion content that would provide customers with key information to how the Ford Pro technology works. This dynamic structure in this zone alone consisted of 18 screens built to hold digital content of this extensive digital ecosystem and allow for live presentations. Initiating the idea and design for this structure, we gave Ford and their customers a glimpse of the future as we connected live-data tracking information.
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Working in close partnership with Ford, we designed the program and layout of the event across five zones to represent the five pillars which make up the Ford Pro system. The space had to be immersive and electrified to capture the essence of entering the always-on digital age.
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Once the graphic system was completed, I was to art direct, produce and help launch our motion content for over fifty screens throughout the event. We told the story of Ford Pro through film, animation and sound design. We also created a set of bespoke data-graphics to communicate Ford Pro’s tracking system capabilities.
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