Ford Ranger Overcomes Grueling Non-stop 24-Hour Challenge
- Drive Safe & Fast
Out of nowhere I got pitched to "digitize" a concept Ford had for an international launch aimed at the Middle East, specifically Saudi Arabia. The 24HR Torture Test consisted of 4 phases of extreme testing at The Facility in Our message danced around rugged luxury that is fit for the outskirts of the desert to the city streets of Mecca. Ford debuted the 2016 Ford Ranger and Ford Edge to a millennials audience who most likely owned a hawk or cheetah.
I came up with a data set that we then visualized into on-screen infographics. The range covered what was happening under the hood, in the environment, advanced features, and the driver's comfort level. Thus putting forth Ford vehicles being well-equipped with innovative technology capable of handling challenges in and out of the cockpit.
We created an digital campaign that spanned into social platforms, real-time event streaming, vehicle performance data visualizations, discoverable content, virtual racing game of the torture test, and drive audiences to the live tune-in of The 24hr Torture Test. I lead the design and art direction of these concepts and tactics.
