gail and rice

ford f150 arena reveal

ford f150 arena reveal

Big, bold and … Wow!

Sometimes, only big and bold will do -- like when you’re revealing the next generation of the truck that’s been the best-selling vehicle in America for nearly 40 years in a row and doing it for a live audience of 5,000 global journalists. The truck was the 2015 Ford F-150, and it was making its debut at the North American International Auto Show.

We knew a cookie-cutter automotive press conference wouldn’t be nearly enough for this moment. The iconic F-150 was all new from the ground up, and Ford was placing big bets on its design, technology and industry-first high-strength, lightweight aluminum alloy body. Ford wanted a coming out party that was as bold as its commitment to F-150 and the people who depend on it.

So, we took over hockey arena and built the set and staging from the ground up. (After the ice melted, of course.) 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.