Mach-e
Reveal

Mach-E

Reveal

When the Ford Mustang Mach-E debuted, the press conference was viewed 6.5 million times, with 1.6 million people having visited the Mach-E’s webpage on Ford.com – we were prepared.

When the Ford Mustang Mach-E debuted, the press conference was viewed 6.5 million times, with 1.6 million people having visited the Mach-E’s webpage on Ford.com – we were prepared.

/CLIENT: Ford Global /ROLE: GCD /DATE: 2019

/CLIENT: Ford
/ROLE: GCD
/DATE: 2019

“We’ve never to my knowledge put this amount of information out for a reveal,” says Matt VanDyke, Ford’s director of U.S. Marketing. “We’ve never seen this amount of high traffic to our website for a reveal. This one is really off the charts.”

“We’ve never to my knowledge put this amount of information out for a reveal,” says Matt VanDyke, Ford’s director of U.S. Marketing. “We’ve never seen this amount of high traffic to our website for a reveal. This one is really off the charts.”

Challenge

Challenge


When we began this project, it was made clear that the future existence of the entire Mustang brand hinged on the success of the launch of Ford's first all-electric Mustang—no pressure. I had never encountered such a multitude of groups and individuals involved in a vehicle reveal, and understandably so, given the high stakes.

With numerous stakeholders, diverse opinions, and limited time, our team faced the challenge of orchestrating a photoshoot while simultaneously designing a landing site. The absence of an actual vehicle to photograph was not uncommon in such situations. The narrative centered on lifestyle, which posed significant challenges without a physical vehicle to feature.

Introducing an all-electric vehicle brought forth an entirely new vocabulary and a wealth of information to convey to customers, making it a unique and unprecedented undertaking for all involved.


When we began this project, it was made clear that the future existence of the entire Mustang brand hinged on the success of the launch of Ford's first all-electric Mustang—no pressure. I had never encountered such a multitude of groups and individuals involved in a vehicle reveal, and understandably so, given the high stakes.

With numerous stakeholders, diverse opinions, and limited time, our team faced the challenge of orchestrating a photoshoot while simultaneously designing a landing site. The absence of an actual vehicle to photograph was not uncommon in such situations. The narrative centered on lifestyle, which posed significant challenges without a physical vehicle to feature.

Introducing an all-electric vehicle brought forth an entirely new vocabulary and a wealth of information to convey to customers, making it a unique and unprecedented undertaking for all involved.

Content

Content

All images were crafted entirely through CGI on photographed backplates. All video was created with Epic Games’ Unreal Engine. This is our approach when capturing a vehicle in its conceptual phase. A BMW SUV was our stand-in, backplates and lifestyle imagery were captured by Patrick and Marlyne Curtet, with CGI artistry by Burrows.

All images were crafted entirely through CGI on photographed backplates. All video was created with Epic Games’ Unreal Engine. This is our approach when capturing a vehicle in its conceptual phase. A BMW SUV was our stand-in, backplates and lifestyle imagery were captured by Patrick and Marlyne Curtet, with CGI artistry by Burrows.

Before

After

Configurator

Configurator

Collaborating with Burrows and Epic Games, a real-time platform was created to develop an immersive experience for the Ford Mustang Mach-E launch by harnessing the technology to create high-fidelity CGI which the audience could interact and connect with.

The result was a powerful, high-definition touchscreen experience created with Epic Games’ Unreal Engine, which showcases how the latest real-time technology can be used in the automotive space. Audiences can interact with 4K graphics rendered in real time, delving into every detail of the car and letting them configure their vehicle on-screen.

Collaborating with Burrows and Epic Games, a real-time platform was created to develop an immersive experience for the Ford Mustang Mach-E launch by harnessing the technology to create high-fidelity CGI which the audience could interact and connect with.

The result was a powerful, high-definition touchscreen experience created with Epic Games’ Unreal Engine, which showcases how the latest real-time technology can be used in the automotive space. Audiences can interact with 4K graphics rendered in real time, delving into every detail of the car and letting them configure their vehicle on-screen.