For the Ford Explorer launch, the concept was built around the theme ‘Explore America,’ inspired by the insight that many Americans only take half of their entitled annual leave. To bring this vision to life, we transformed Ford Field stadium in Detroit, using 20 projectors to create a dynamic floor projection that allowed the Ford Explorer to drive through iconic American landscapes in real time.

Working alongside the team at Dandelion & Burdock, I contributed to the environment design, which featured rugged mountain ranges, dramatic beach dunes, and serene forest scenes that the real vehicles interacted with. The result was a fully immersive experience that strongly resonated with cultural moments.

We also utilised Notch to integrate interactive elements, such as splashes as the car drove through streams and tire marks as the Explorer navigated the sandy dunes, enhancing the realism and engagement of the experience.