Role:
We built a physical-to-digital experience that got over 8,000 people behind the wheel of a Ford EV. The modular booth design, live dashboard and flexible UX made it easy to adapt city by city. The ecosystem drove thousands of leads and provided a new approach to activations.
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The Challenge
Ford needed to change how people saw their EVs. Not with a flashy campaign, but by getting people behind the wheel. We had to make the whole experience feel clean, personal, and effortless while running across three provinces.
The Work
We created an on-site experience that started with a online quiz and ended in a test drive. The system handled consent, data, and prizes. We also build a custom dashboard that gave Ford live visibility into performance by region. The whole thing was built to run clean.
My Role
Led UX and visual design for the activation.
Built the full brand activation blueprint for the team that included the digital flow from QR scan to test drive and email follow ups.
Built real-time dashboards to track leads and optimize daily
Styled the full system to match Ford’s EV tone
Why it mattered
This wasn’t a stunt. It was a scalable pipeline that turned activations into measurable growth. Over 8,000 test drives. Thousands of qualified leads. Engagement goals were crushed. And Ford saw it as a model worth repeating.
My Take
Fast-moving, tech-heavy, logistics-heavy, and worth it. We made it simple for users, and that’s what made it work.
