FOCI AI
From Ideation to Execution
Brand Experience | Digital & Graphic Design | Environmental Design | Experiential Campaign
Agency: Imagination London
Client: Ford Europe
Locations: London | Berlin | Milan | Marbella
Brand Experience | Digital & Graphic Design | Environmental Design | Experiential Campaign
Agency: Imagination London
Client: Ford Europe
Locations: London | Berlin | Milan | Marbella
SITUATION
To amplify the emotional storytelling of the All-New Ford Focus and connect with audiences across Europe, we developed a touring installation experience centered around one powerful question: “What’s Your Focus?”
The automotive world is saturated with performance specs and features, but Ford wanted to go deeper connecting with real people’s passions, highlighting how the Focus isn’t just a car it’s a catalyst for a purpose-driven life. We created FOCI a bold, illuminated letter installation powered by AI technology and sentiment mapping designed to tour across key European cities and bring this idea to life.
TASK
Our objective was to craft an engaging, highly shareable activation that:
• Increased brand favorability
• Emotionally resonated with new and existing audiences
• Positioned the Focus as a car that amplifies your purpose
• Increased brand favorability
• Emotionally resonated with new and existing audiences
• Positioned the Focus as a car that amplifies your purpose
We needed to blend physical presence, emotional engagement, and digital storytelling into a single seamless public experience.
ACTION
• Creative Ideation: “FOCI,” the giant illuminated FOCUS letters, embedded with interactive screens and AI tech that invited people to answer the question “What’s Your Focus?”
• Experience Design: Designed an intuitive interaction where visitors typed in their passion (e.g., family, art, change, sustainability). Their answer was dynamically displayed in glowing LED lights turning words into art.
• Graphic & Digital Assets: Crafted the full visual identity, including digital content, UI animations, and real-time screen prompts. Created branded assets for press and social media amplification.
• AI Integration: We partnered with developers to integrate language sentiment analysis, allowing each answer to be visually styled according to emotional tone (color, speed, light intensity).
• Tour Journey Design: Oversaw the multi-city rollout across London, Berlin, Milan, and Marbella tailoring the brand message to resonate with local culture and audiences in each stop.
• On-Site Experience: Visitors could instantly share their illuminated “FOCUS” moment on social, creating organic buzz and viral amplification using #WhatsYourFocus and #FordFocus.
• Creative Ideation: “FOCI,” the giant illuminated FOCUS letters, embedded with interactive screens and AI tech that invited people to answer the question “What’s Your Focus?”
• Experience Design: Designed an intuitive interaction where visitors typed in their passion (e.g., family, art, change, sustainability). Their answer was dynamically displayed in glowing LED lights turning words into art.
• Graphic & Digital Assets: Crafted the full visual identity, including digital content, UI animations, and real-time screen prompts. Created branded assets for press and social media amplification.
• AI Integration: We partnered with developers to integrate language sentiment analysis, allowing each answer to be visually styled according to emotional tone (color, speed, light intensity).
• Tour Journey Design: Oversaw the multi-city rollout across London, Berlin, Milan, and Marbella tailoring the brand message to resonate with local culture and audiences in each stop.
• On-Site Experience: Visitors could instantly share their illuminated “FOCUS” moment on social, creating organic buzz and viral amplification using #WhatsYourFocus and #FordFocus.
RESULT
• Pan-European Impact: The installation successfully toured across four major cities, creating thousands of meaningful public interactions and emotional connections with the Ford Focus brand.
• Increased Brand Affinity: The campaign generated significant engagement across social channels, tapping into a younger, purpose-driven audience beyond Ford’s traditional base.
• Emotional Connection: By transforming everyday answers into giant, glowing words, FOCI became more than an installation it became a canvas for people’s purpose.
• Press & Social Amplification: Local and regional media coverage, influencer visits, and hundreds of UGC posts expanded the campaign’s reach and longevity.
• Pan-European Impact: The installation successfully toured across four major cities, creating thousands of meaningful public interactions and emotional connections with the Ford Focus brand.
• Increased Brand Affinity: The campaign generated significant engagement across social channels, tapping into a younger, purpose-driven audience beyond Ford’s traditional base.
• Emotional Connection: By transforming everyday answers into giant, glowing words, FOCI became more than an installation it became a canvas for people’s purpose.
• Press & Social Amplification: Local and regional media coverage, influencer visits, and hundreds of UGC posts expanded the campaign’s reach and longevity.
WHY IT MATTERED
This project showcased how emotionally intelligent design can transform a simple question into a city-wide spectacle. Rather than centering the car, the experience centered the individual, making each visitor feel seen, heard, and celebrated. FOCI became a living billboard for human potential, positioning Ford as a brand that doesn’t just build vehicles it supports passions and fuels personal journeys.
#WhatsYourFocus #FordFocus #FOCI #BrandExperience #AIActivation #LiveTour #EmotionalDesign #PublicActivation #PurposeDrivenDesign
‘London, What’s Your Focus?’
‘London, What’s Your Focus?’
‘London, What’s Your Focus?’
‘Milan, What’s Your Focus?’
‘Milan, What’s Your Focus?’
‘Milan, What’s Your Focus?’
‘Berlin, What’s Your Focus?’ AI powered interactive installation land inside the majestic Sony Centre, Berlin. Consumers shared their passions with us by talking to the AI inside these giant 6m high letters, to see their ‘leidenschaft’ play out on the installation.
‘Berlin, What’s Your Focus?’
‘Berlin, What’s Your Focus?’ AI powered interactive installation land inside the majestic Sony Centre, Berlin. Consumers shared their passions with us by talking to the AI inside these giant 6m high letters, to see their ‘leidenschaft’ play out on the installation.
Behind the scenes - construction and testing
Behind the scenes - construction and testing , Yes they are huge!
