Creative Lead: Event Branding | Film & Experience | Scriptwriting
Nearly 16 million people logged on for the live launch of the all-new Ford Focus in China — starring American rally-cross legend Ken Block with pop-star and ‘Rap of China’ judge, Wilber Pan 潘玮柏.
As creative lead, I had a hand in every aspect of this event — including stunt choreography, soundtrack, art direction, animation, scriptwriting, stage and film content, environmental and graphic design (I know I know, I’m bragging).
EXPERIENCE
During the day, press and VIPs received a preview of the vehicle with extreme test-rides alongside Ken Block, plus activations like EcoBoost VR. In the evening, we created a multimedia show to officially launch the New Focus, attracting a huge audience with its combination of influencers and entertainment.
STAGING
The stage was constructed from shipping containers with a 420m by 80m LED screen, making a huge canvas for the show.
THE STORYLINE
The show is about to begin, but Wilber Pan and his band are nowhere to be found. There is only one option. The all-new Focus is dispatched for a classic ‘getting the band together’ video sequence.
The band arrives on stage, but there is still one person missing. Where’s Wilber?
We cut to a film interlude. The lead performer, Wilber Pan, is stranded by the roadside. He looks at his watch. Damn. He’s going to be really late. He runs his hands through his hair and pauses... Is that the sound of... What is that the sound of?
STUNT PERFORMANCE & PRICE REVEAL
Back at the launch event, anticipation grows amongst the audience. We hear the unmistakable growl of Ken Block’s special edition Focus grow louder as it races towards the stage... Cue the live action stunt performance.
THE FINALE
And finally, the performance we’ve been waiting for.
results
Nearly 16 million live views
260% increase in WeChat searches
12.1 million unique visitors to FordMall
CREDITS: Client: Ford; Agency: Imagination
FILM CONTENT: Creative Director: Paul Dragoni | Director: Simon Cracknell | Creative Producer: Catrina Siu | Art Direction: Mohammed Mustafa Miah | Production: The Sweetshop
LIVE SHOW: Creative Director: Paul Dragoni | Art Direction: Mohammed Mustafa Miah | Creative Producer: Catrina Siu | Show Producers: Linda Bell & Tina Ng | Scriptwriting: Paul Dragoni & Wei Wang | Senior Designer: Andy Summers | Motion Studio: MISTER | Sound Design: Samplify