Mustang Mach-E

Test drive a car without moving

About the project
About the project

Ford’s introduction of a bold new brand direction, ‘Bring on Tomorrow’, represents a significant shift to its European passenger vehicle business, and the future of mobility.

The smartest car Ford has ever built, the Mustang Mach-E formed the centrepiece of the Bring on Tomorrow European roadshow. Working with Ford’s creative agency, Imagination, we crafted an experience that pushed the boundaries of augmented reality and tell the story of the car that augments your life.

The experience
The undertaking
The undertaking

Bringing tomorrow to life

Showcasing ‘Bring on Tomorrow’ involved telling a story of how the automotive industry is adapting to our new reality–with megatrends such as electrification, artificial intelligence and enhanced connectivity reimagining car ownership from the ground up.

Using the latest in LIDAR technology and 3D object tracking, we concepted and crafted an augmented reality showcase that brought this story to life through the Mustang itself, joining the dots between its incredible sustainability credentials and the intelligent technologies that help it adapt to your unique lifestyle.

The experience

The car that learns your lifestyle

Entering the experience, six visitors at a time were greeted by a Mustang Mach-E. Each picking up an iPad, a quick-fire quiz polled them on their lifestyle preferences.

Beyond an event

Choosing from a pool of adventurous, active and cultured pursuits, unbeknownst to them, the journey they were about to embark on was being personalised in the background. From extreme rock climbing to a night at the theatre, the Mach-E was learning their lifestyle with a view to taking them on their ultimate adventure.

Activated via Spark AR on Facebook and Instagram, the brutalist grid of windows transforms into a virtual drum machine, where viewers can programme, record and share their own drum loops.

Beyond the event

Your ultimate drive

Following the quick fire quiz the app kicked into next gear. Locked to the Mach-E, their journey was brought to life in stunning, high-fidelity AR anchored to the car itself. From extreme sports to a night at the theatre, the Mach-E’s proof points were brought to life through the lens of each user’s personalised drive.

Activated via Spark AR on Facebook and Instagram, the brutalist grid of windows transforms into a virtual drum machine, where viewers can programme, record and share their own drum loops.