Two months of innovation – a Ford Pro showcase in Barcelona

At a glance

  • 2,500 guests with 28 rotations
  • 6 week event
  • 30 crew members
  • 22 guest nationalities
  • 50+ information screens
  • 88 presentations

The Brief

Our brief from Ford was to design, build and host a unique media event in Spain to introduce Ford Pro – an innovative digital solutions platform designed to increase uptime and lower operating costs to commercial vehicle customers of all sizes.

The Work

With five key pillars to the Ford Pro ecosystem, each with its own set of key messages, this comprehensive, two-month long event was a complex undertaking that required careful consideration and planning.

Held in a warehouse in Barcelona, we designed an event programme across five zones to represent the five product pillars, combining vehicles, software, charging, service and financing for commercial vehicles.

We wanted to tell the story of Ford Pro through print, animation and film content, and the space had to be immersive and electrified to capture the essence of entering the always-on digital age.

As a centrepiece for the event we built a central data-hub – a responsive, digital structure showing 18 screens of motion content providing guests with key information, whilst also providing a glimpse of Ford Pro’s live-data tracking technology.

We took advantage of the location’s height by constructing a 10m tall central pillar that was wrapped with 70m of pixel tape to create a pulsating light effect. It acted as a key focal point and messaging platform at the centre of the warehouse. 

We created an enormous feature wall comprising 13 screens to display key information, skillfully creating a mixture of video edits that worked in unison as well as independently across all screens.

Alongside our bold graphic system and numerous complex set builds, we produced motion content for a total of over fifty screens throughout the event.

The Impact

The event was received by Ford with universally positive feedback. One month after the event, Ford’s media coverage report discovered over 400 articles on Ford Pro and E-Transit (and growing fast) with over 1,000 Ford Pro mentions – helping Ford to grow the Ford Pro brand. This was made possible through the effective collaboration of numerous teams involved in the event, with Foxtrot Papa playing an intrinsic role in its success.

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