When we began this project, it was made clear that the future existence of the entire Mustang brand hinged on the success of the launch of Ford's first all-electric Mustang—no pressure. I had never encountered such a multitude of groups and individuals involved in a vehicle reveal, and understandably so, given the high stakes.

With numerous stakeholders, diverse opinions, and limited time, our team faced the challenge of orchestrating a photoshoot while simultaneously designing a landing site. The absence of an actual vehicle to photograph was not uncommon in such situations. The narrative centered on lifestyle, which posed significant challenges without a physical vehicle to feature.

Introducing an all-electric vehicle brought forth an entirely new vocabulary and a wealth of information to convey to customers, making it a unique and unprecedented undertaking for all involved.