Ford Auto Nights

Role: Digital Design Director

Studio: Imagination

Client: Ford

What happens when one of the most anticipated automotive events of the year in cancelled? Ford brings the action to the people. With SEMA falling victim to the myriad of cancelled events due to the global pandemic, Imagination created a teleportation device. The XR studio was created by Imagination to lift travel restrictions and showcase their SEMA project build vehicles the way they were supposed to be viewed. Transitioning from the Ford home garage to deserts, mountains and everything in between. Imagination created various environments in the unreal engine which worked in tandem with live talent and production. The unreal environments were linked to cameras which allowed us to immerse talent, vehicles and the audience seamlessly in real time. Augmented reality was also used to create deeper dives into project builds with graphic overlays and vehicle breakdowns.

In a post Covid worlD, We needed a studio

that could transport us anywere