DUNCAN BONE © 2018

Ford Focus 

European Launch

YEAR    

NOV 2017 - AUG 2018    

COMPANY    

IMAGINATION

CLIENT    

FORD EUROPE

FILM    /    INSTALLATION    /     ARTIFICIAL INTELLIGENCE    /    TOUR PHOTOS

As Creative Director for Ford Europe at Imagination London, the team and I were responsible for the European pre-launch and launch of the new Ford Focus 2018.

THE HISTORY

 

The new Ford Focus was born out of an incredible and iconic history that makes this car stand out not only among Ford's story but within the automotive industry itself. With over 16 million units sold in the past twenty years since its first launch. The Ford Focus not only redefined its segment by giving consumers' a vehicle that enabled them to focus on what is most important to them in their lives without having to compromise. This car is an evolution of what Ford christened Human Centric Design, and this is the catalyst that leads to the MY FOCUS launch campaign.

APPROACH

Every Ford Focus owner has their own personal reason to why they would go for this vehicle over a possible more excessive one. We understood the importance of every all the stories and decided to celebrate the reason why people would buy this vehicle over another. Their family, career, and any possible dreams all are part of selecting this car which became their enabler rather than an expensive obstruction towards their goals.  This is how we ended up focusing on consumers' passions, their personal focus - and, MyFocus was born.

VISUAL IDENTITY

 

We developed an evolving interactive identity that allowed us to show the diverse protagonists of this campaign - a nod to the previous owners and the ones yet to come. 

After several grid studies, we found the solution to allow multiple variations for this VI to live comfortably in both print and digital and as part of our interactive installation and souvenir films.

 

FILM

 

 

A hunt across Europe brought us closer to some unbelievable Focus owners. These people became our lead ambassadors and helped us to create a series of films which were part of our big reveal on our launch night. These films lived online and brought the My Focus campaign to life.

dad_4sheet_Reveal_Amends-5_o.jpg
 

THE INSTALLATION

 

 

An integral part of the MyFOCUS campaign was how to bring this experience and story to everyone. About the importance of your passions and to celebrate them with the people around you and with your online community. 

 

Our answer was to we create a 40m x 6m high interactive installation. These letters, which spelt out the word FOCUS and made out of over 450 LED screens weighed 3 tonnes each. The installation housed a 'magic mirror' inside the letter F. A camera, screen and an AI we christened FOCI. All this neatly sat behind a one-way mirror. As the installation travelled across European cities, we invited people to capture their passions or 'focus' by simply stepping up to meet Foci. 

 

At the end of their interaction with the AI, their passion was shown on the front of the letters together with their large portrait - and if they chose to, personal images they would have uploaded to showcase their passion. A dynamically generated video souvenir made out of four cameras would be sent to the person showing their focus and experience across iconic landmarks in major European cities. 

 

ARTIFICIAL INTELLIGENCE  

& MAGIC MIRRORS

 

An integral part of the MyFOCUS campaign was how to bring this experience and story to everyone. To hero the importance of your passions and to celebrate them with the people around you and with your online community. 

 

Our answer was to we create a 40m x 6m high interactive installation. These letters, which spelt out the word FOCUS and made out of over 450 LED screens weighed 3 tonnes each. The installation housed a 'magic mirror' inside the letter F. A camera, screen and an AI we christened FOCI. All this neatly sat behind a one-way mirror. As the installation travelled across European cities, we invited people to capture their passions or 'focus' by simply stepping up to meet Foci. 

 

At the end of their interaction with the AI, their passion was shown on the front of the letters together with their large portrait - and if they chose to, personal images they would have uploaded to showcase their passion. A dynamically generated video souvenir made out of four cameras would be sent to the person showing their focus and experience across iconic landmarks in major European cities. 

'FOCI' CHARACTER ANIMATION STUDY
SOME OF MY EARLY DESIGN SKETCHES FOR THE AI HOUSING, CAMERA AND AUDIO DESIGN PLACEMENT
 

THE TOUR

 

The MyFocus letters travelled to some of the top European cities with the aim to share and bring people's passions together. 

Initial Sketches for the MyFocus wordmark grid