Launching the Ford Focus ST and Active to the European Press

The Brief:

To launch the Focus ST and Active to the European media in sunny Nice, Ford asked us to deliver an experience with an impactful branding design in a way that was cost—and space—effective.

Given that they would be showcasing two different models at once, our design concept also needed to allow for a seamless switch between the Ford ST and Active. During the event itself, we were tasked with producing 2 event summary films alongside 3 B-roll films for the ST.

The Work:

We set out to create an impactful yet flexible look and feel for the cars; displaying a cohesive brand message whilst simultaneously allowing the different features of each car to shine. By creating a vibrant ‘Switch it up’ hero branding for both cars, we were able to maximise visual impact while minimising duplicate printing.

Against the stunning backdrop of the Côte d’Azur, guests were taken kayaking, abseiling and mountain-biking as they drove both the Active and ST models around the winding cliffs.

We also incorporated a number of surprise and delight moments into their gifts, press packs and the conference room itself. Here, our main challenge was maximising the creative use of space; which we combatted by mounting colour-changing LED tubes into the ceiling that interacted as the presenter spoke.

The Impact:

Feedback from the European media was overwhelmingly positive, with many writing rave reviews of the cars in key publications including Auto Express, What Car, Top Gear, Autocar and Autoblog.