FordStore ‘vehicle family’ stings
One of the objectives for FordStores – Ford’s all-new digital retail environments – is to develop awareness amongst consumers that Ford group their vehicles into specific ‘families’.
The brief for this project was to create animated stings for use on accompanying digital display totems across the European rollout for Ford’s three most dynamic families – ST, MAX and SUV.
My role spanned idea generation and conceptual development, storyboarding, the production of all graphic elements required prior to animation, and animation art direction.
For ST, the concept was to present the sub-brand logo as a race track – reflecting the ST family's associations with racing and speed.
For SUV (Smart Utility Vehicles), fluid representations of terrain transitioned into technology boards – simultaneously portraying the family’s off-road capabilities, and smart technology.
For MAX, simple animated arrows communicated the potential of the family’s accommodating, multi-purpose driving experience.
Please note: due to confidentiality reasons I am unable to share the final animations online, but will be happy to provide these in person.