Gail & Rice
original. experiential.

Ford: Mustang Bullitt Media Drive


Ford: Mustang Bullitt Media Drive

The Challenge

Introduce over 100 journalists and media influencers to the 2019 Mustang Bullitt in a way that pays homage to the original 1968 Mustang GT fastback that starred alongside Steve McQueen in the award-winning movie Bullitt.

Create an experience that honors the historic nature of the vehicle, while also communicating its advanced technology, modern style and incredible performance.

The Result

The 2019 Mustang Bullitt drive program received extensive media coverage. The fun and excitement of the program is perhaps best illustrated by the quote below from Brandon Turkus at

“Before I set off, passersby were wandering up to the collection of Mustangs at the media launch, snapping pictures and peeking through windows. At one point, a man came up to look at the car, excitedly explaining that he has a Bullitt movie poster hanging on the wall next to his desk. And on the roads around San Francisco, other motorists gawked and took hurried pictures with their cellphones. The Mustang Bullitt is a subdued-looking car, but you'd never guess that based on the attention it received from excited San Franciscans.”

The Idea

Guests stayed at a luxury lodge with sweeping views of the Golden Gate Bridge and San Francisco Bay. Furniture, décor, print graphics and interactive experiences were used to transform the event space into a 1960s lounge inspired by Bullitt.

Hubcaps were used as serving trays. We built a custom 3D cityscape of San Francisco and created print graphics inspired by the original movie posters. The movie itself was projected on the wall. A dart board, pool table and custom-branded slot car track were available for guests to enjoy. Teams of journalists competed in Mustang Game Night, a series of mini games to see who has the most Mustang knowledge. A film professor from USC discussed the historical significance of Bullitt’s famous car chase scene. 

The following day, journalists drove the 2019 Mustang Bullitt through the streets of San Francisco. An interactive map pointed out iconic film locations from the movie. We even hired a green Volkswagen Beetle to circle the drive route ... an inside joke for true Bullitt fans.