Ford
Next-generation creation for the electric revolution
brief
With an increasingly crowded electric vehicle marketplace, Burrows needed to create something that stood out for Ford’s tech-savvy audience for the launch of its first electric car, the Ford Mustang Mach-E.
From the start it was evident that an innovative approach was needed to show audiences something they hadn’t seen before.
A partnership with Epic Games allowed Burrows to utilise a real-time platform to develop an immersive experience for the Ford Mustang Mach-E by harnessing the technology to create high-fidelity CGI which the audience could interact and connect with. The technology also empowered Burrows to adapt and iterate faster than traditional pre-rendered methods.
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.
Whilst creating the immersive experience, Burrows also created an array of CGI assets for the launch of the Ford Mustang Mach-E including stunning lifestyle and press shots, social posts, animations, web content and much more.
Since the Ford Mustang Mach-E debut, the press conference has been viewed 6.5 million times, with 1.6 million people having visited the Ford Mustang Mach-E’s main web page.
“We’ve never to my knowledge put this amount of information out for a reveal,” says Matt VanDyke, Ford’s director of U.S. Marketing. “We’ve never seen high traffic to our website for a reveal. This one is really off the charts.”
“Burrows has been at the forefront of real-time visualisation with Unreal Engine, spearheading innovative uses of new technology in the creation of compelling marketing and retail experiences,” adds Simon Jones, director of Unreal Engine Enterprise. “The Unreal Engine team at Epic Games is excited to have supported both Burrows and Ford on this exciting new launch.”