Creative Lead: Film Content | Live Event | Scriptwriting
OPENING FILM
At the Shanghai Auto Show in 2019, Ford wanted to communicate its design pedigree and credentials as innovators — people who challenge convention — but also family-friendly.
We created an opening film that would underline this commitment to innovation, highlighting the technology advancements that make driving easier, all delivered through the eyes of some cute and inquisitive kids.
THE THEATRE
For this particular Auto Show, we decided to do things differently. We redesigned the Ford stand as a theatre, with film content, product reveals and live technology demos, 16 times per day.
PRODUCT REVEALS
The theatre was constructed as a four-sided LED stage, allowing us to use projection mapping to unveil the brand’s three hero cars. I worked with art directors, animators and music composers to create a unique reveal moment for each vehicle.
Edge ST Reveal
Edge ST-Line Reveal
Escape ST-Line Reveal
PRESS EVENT
Ford’s keynote press event also took place within the theatre, so we created a launch film for that too, including an introduction from Jim Hackett, President and CEO of Ford Motor Company.
RESULTS
Throughout the 10-day event, long queues formed outside the theatre, attracting a total audience of approximately 40,000 people.
CREDITS: Client: Ford; Agency: Imagination
OPENING FILM: Creative Director: Paul Dragoni | Director: Simon Cracknell | Scriptwriting: Jiang Wen | Creative Producer: Catrina Siu | Art Direction: Mohammed Mustafa Miah | Production: The Sweetshop | Inspiration: Ford ‘Fresh Eyes’
SHANGHAI AUTO SHOW: Creative Director: Paul Dragoni | Art Direction: Mohammed Mustafa Miah | Creative Producer: Catrina Siu | Show Producer: Sylvia Wong | Senior Designer: Andy Summers | Motion Studio: MISTER | Sound Design: Samplify
PRESS & CORPORATE OPENING FILM: Creative Director: Paul Dragoni | Scriptwriting: Paul Dragoni | Creative Producer: Catrina Siu | Editor: Luu-anh Laporte