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.
Collaborating with Burrows and Epic Games, a real-time platform was created to develop an immersive experience for the Ford Mustang Mach-E launch by harnessing the technology to create high-fidelity CGI which the audience could interact and connect with.
The result was a powerful, high-definition touchscreen experience created with Epic Games’ Unreal Engine, which showcases how the latest real-time technology can be used in the automotive space. Audiences can interact with 4K graphics rendered in real time, delving into every detail of the car and letting them configure their vehicle on-screen.
All images were crafted entirely through CGI on photographed backplates. All video was created with Epic Games’ Unreal Engine. This is our approach when capturing a vehicle in its conceptual phase. A BMW SUV was our stand-in, backplates and lifestyle imagery were captured by Patrick and Marlyne Curtet, with CGI artistry by Burrows.
Before
After
