A 4-day launch at Istanbul Park featuring vehicle reveals, light shows, interactive experiences, and test drives to showcase “Electric Age of Ford”
Ford aimed to make a powerful, “out-of-the-ordinary” entry into the electric segment under the theme “The Age of Ford Electric.” The objective was to position Ford as one of the top three EV brands by breaking traditional launch formats and immersing participants in a multi-sensory brand experience. Rather than simply showing cars, we staged a live performance where vehicles emerged from clouds, accompanied by theatrical narration and spectacular laser and projection shows. Guests were not only inspired emotionally but also given the opportunity to drive the vehicles on a dedicated track, creating tangible trust in Ford’s electric promise. The event’s goal: reshape perceptions of Ford as innovative, premium and reliable, while ensuring deep audience engagement and widespread media impact.
We turned a car launch into a living, immersive experience. Instead of a 6-minute presentation, we staged a 15-minute multi-sensory show—six sessions over four days—featuring a celebrated narrative in Turkey, combined with ghost screens, laser choreography, projection mapping, live performers, and DJ sets. Vehicles appeared from “cloud” installations—500?kg of custom-made fiber and cotton sculptures suspended from the ceiling with motors flown in from abroad. This poetic metaphor transformed the launch film into reality. Beyond the show, we designed a seamless journey: test drives, immersive lounges, and interactive installations ensured every participant not only saw but felt Ford’s electric transformation.
