Gail & Rice
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Ford: F-150 Reveal

Ford Motor Company: F-150 Reveal

The Challenge

The Ford F-150 has been the best-selling vehicle in America for 40 years. With the launch of the latest generation model, Ford was placing big bets on its design, technology and industry-first high-strength, lightweight aluminum alloy body. The company wanted a coming out party that was as bold as its commitment to F-150 and the people who depend on it.

The Idea

We took over a hockey arena, adjacent to the North American International Auto Show, and built the set and staging from the ground up. It was a production marvel with nearly 80 high-definition projectors, more than 15,000 square feet of projection surfaces, floor projection and image mapping. Our creative team delivered all press conference content – including scripts, graphics, video, animation and programming. It featured presentations by senior Ford leadership on the state of business and future visions, and the F-150 multi-vehicle drive-on reveal was the incredible finale.

The Result

More than 5,000 journalists attended what was widely considered the biggest reveal of the show, then walked away to pen just the kind of lines we were shooting for:

“At the Joe Louis Arena in downtown Detroit, a few thousand people are waiting for the unveiling of the F-150. The event holds in it the breathless anticipation of a heavyweight championship fight.” – Sonari Glinton, NPR

“The world premiere of the next-generation Ford F-150 was the most anticipated debut heading into this year's show, and it did not disappoint.” –

 “ … Ford F-150 stole the show in Detroit!” – Daily News