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ITALY – Filmmaster Events produces the extraordinary event for the European Ford Transit range launch
Filmmaster Events became a partner of Ford Transit to create one of the most
extraordinary events ever produced by the car manufacturer for its famous range of commercial vehicles.
For the European presentation of the new Ford Transit models, Filmmaster Events created an original
format devised to showcase the qualities of the new Ford Transit range composed of four vans, each
with a different characteristic. The event took place in Barcelona from 3rd February to 21st March 2014.
The event was divided into three main sections: Discover, Experience, Drive and was intended for the
dealers and fleet managers of all the European markets, with a total of 2,600 guests. The presentation to
the dealers was preceded by the exclusive preview presentation to 700 representatives of the European
media who were able to enjoy an advance showing of the event dedicated to the markets.
At El Prat de Llobregat in a commercial hangar on the outskirts of Barcelona, an authentic street, Transit
Road, was created and populated with people and shops. The concept was to show the new line of
commercial vehicles in its natural habitat, a street where shops and situations typical of an urban context
were reproduced and where the four models of the new Ford Transit Range were able to show their
The dynamics of the event focussed on surprise. The guests were invited to enter the fully customised
hangar within an area replicating an actual Transit Centre. Here, the guests took part in the live
presentation of the new models in the range, with contributions by the management of the various
Ford markets. The reveal followed the end of the presentation. In fact, after the convention, the guests
were taken in front of a curtain which opened to reveal the surprise, welcoming them to Transit Road!
An impressive set, an actual reconstruction of a city street complete with a junction, vehicles, shops, a
park and little square. What’s more, the street was filled with “inhabitants”: extras playing the role of
shopkeepers, workers, tourists, etc. Along the street were eight shops, each of which emphasised one
of the characteristics and innovations of the four vehicles in the range. A driving school dedicated to the
safety systems, a fuel station explaining the vehicles’ low consumption and CO2 emissions, an art gallery
where there were artistic reproductions showing the elegance of lines and the numerous awards they
have won, a furniture store to illustrate the comfort of the Transit’s interiors. Then there was a media
library, a garage, a building site and a Transit Café. 
The key messages within the various shops reached
the guests by means of a variety of interactive experiences: videos edited and created ad hoc, information
panels, printed material and audio guides (all provided in the various languages spoken in the countries
from which guests arrived). A customised Transit world where, in addition to the shops, the street was
brought to life by animated billboards on which the Ford Transit contents were projected in looped
videos. The vans, the real celebrities of the event, were parked along the street so that they could be
inspected by the guests and in turn came to life with four danced performances, again devised to underline
the characteristics in a totally original way. The performers, directed by the famous choreographer Laccio,the total darkness created with special effects, all the dancers and extras in the city gathered together at
the centre of the stage to say goodbye to the guests with a closing choral exhibition “lit up” by the Transit
vehicles themselves. At the end of the Experience, the guests were taken to test drive the vehicles in the
vicinity of Barcelona.
An event in which the content of the brand and products reigned supreme and in which even the smallest
detail was studied and carefully adjusted to tell an important collective story. An event in which creativity
worked in close contact with production and logistics to bring about an extraordinary project of a kind
never before attempted.
Filmmaster Events, with the help of the Creative Director Andrea Baccuini and Art Director Marco Morelli, organised the whole event, from conception to coordinating
the creativity, direction, production of videos, graphic work, sound/lighting effects, staging, dynamics,
performance schedule.
Filmmaster Events was also responsible for managing all travel arrangement for the guests: from flights to
accommodation in Barcelona when necessary.
This production proves the great precision and very high quality of delivery provided by the company,
confirming its role as an international partner for corporate events, as well as its recognition as one of the
very few companies at world level able to produce ceremonies and major events.