Project Background
To celebrate the 20th anniversary of the global launch of Ford Focus, Ford would be revealing the newest iteration of the Focus in Chengdu, China. We were tasked with creating a one-day experience that involved inviting KOLs, media and industry professionals to announce the launch in a way the audience would never forget.
SOlution
We created an engine roaring full day extravaganza that guests would never forget. How did we achieve this? We invited 3 huge celebrities to perform throughout the day: He Xioale (A professional CTCC racing car driver), Ken Block (A celebrity racer that's known for his amazing driving skills) and Wilba Pan (A famous Taiwanese singer with a huge fanbase and star status in China). Centering around a unique set inspired by cargo containers and large angle LED screen, viewers knew they were in for a treat.
Results
16m Live views (approx).
3.2m New media releases.
14.2m Page views on FordMall.
12.1m Unique visitors to FordMall.
260% Increase in WeChat searches.
The reveal of the Ford Focus would take place at the end of the day inside the venue in the form of a one-hour show with speeches, stunts, price reveals and a musical performance. The staging was inspired by cargo containers with a large LED screen, embedded within it. The LED screen was angled in the middle to create a unique look together with the stage design.
The primary background for this was designed to feel like an extension of the container stage, used during speaker segments.
Followed by a high energy piece to mirror the championship winning CTCC car and driver – He Xiaole.
Bold graphic patterns inspired by the edges of a container combined with high energy smoke particles to support Ken Blocks stunt sequence. Combining the physical motion with a digital reaction, the container get blown away by the force of Ken Block, with the price being revealed.
Rehearsal footage
Wilba Pan then came out to dazzle the audience by performing three of his songs. Following on was the final car line-up with a photo call.
My Role
I was tasked with creating a multi layered art direction. The key component of the art direction was the use of ‘containers’. This would all us to create screen content that blended seamlessly with the physical environment, making the show more immersive. Below you can see the screen designs I art directed and designed for each segment of the show.
Primary backgrounds used during walk-in, countdown and presentations.
CTCC Opening film and CTCC background.
Ken Block stunt sequence, a combination of bold graphics and stylised smoke to complement the livery on his car and his signature smoke.
The Price reveal moment, when Ken Block slides into the centre of the screen, the containers are blown off and the price appears.
Wilber Pan's background music video to support his performance. A vibrant kaleidoscopic medley of colour and movement using the container as the key visual element.
The finale was a stylised cityscape based on Chengdu with 'Focus' written large in the centre.
During the pre-show, outside the venue we organised a track day where KOLs and VIPs were invited to be driven around by two legends of the racing world. He Xialoe would take guests round a lap in his CTCC Ford car explaining to them the benefits of Fords Ecoboost engine and the intricacies of a race.
Whereas Ken Block would take you on a fear-inducing drifting voyage that would send your heartbeat through the roof. There was smoke, there was burn rubber, there deafening noise and there was more smoke. Definitely PLAY this video!
Creative Team
Art Director - Mustafa Miah
Creative Director - Paul Dragoni
Content Producer - Catrina Siu
Show Producer - Ajay Parekh, Clara Lee, Linda Bell
Designers - Andy Summers, Keith Chen, Wentao Hao
Motion Studio - MISTER
Production Studio - The Sweetshop
Sound Design - Samplify
Agency - Imagination Shanghai
Client - Ford Motor Company China
