50th Anniversary Experience
Brand Experience | Environmental Design | Experiential Marketing
Agency: Imagination
Client: Ford Motor Company
Locations: Detroit Auto Show, Toronto, New York, Geneva, Goodwood Festival of Speed
Agency: Imagination
Client: Ford Motor Company
Locations: Detroit Auto Show, Toronto, New York, Geneva, Goodwood Festival of Speed
SITUATION
To celebrate the 50th anniversary of the legendary 1968 film Bullitt starring Steve McQueen, Ford unveiled a limited-edition Mustang Fastback in signature Highland Green.
With design cues inspired by the original film and boosted performance, this Mustang needed a launch that paid homage to its cinematic legacy while engaging modern audiences.
With design cues inspired by the original film and boosted performance, this Mustang needed a launch that paid homage to its cinematic legacy while engaging modern audiences.
TASK
Create an immersive, cinematic experience to support the global reveal of the Mustang Bullitt. The experience had to ignite nostalgia, showcase the vehicle’s legacy, and invite guests to become part of the Bullitt story generating social content, press buzz, and real emotional connection.
ACTION
Immersive Studio Set Design
We recreated a movie set inspired by Bullitt where visitors could star in their own chase scene as Molly McQueen (Steve McQueen’s real-life granddaughter and lead in the launch film).
We recreated a movie set inspired by Bullitt where visitors could star in their own chase scene as Molly McQueen (Steve McQueen’s real-life granddaughter and lead in the launch film).
Digital Integration & Content Capture
Guests performed stunts on a green screen set, directed by a virtual film crew. Using motion capture and AR overlays, we delivered a custom trailer and poster of each guest starring in their version of Bullitt, ready to download and share on social.
Guests performed stunts on a green screen set, directed by a virtual film crew. Using motion capture and AR overlays, we delivered a custom trailer and poster of each guest starring in their version of Bullitt, ready to download and share on social.
Scalable Touring Format
The experience launched at the Detroit Auto Show, then toured to Toronto, New York, Geneva, and Goodwood Festival of Speed. At Ford World Headquarters, participant slots sold out in under 20 minutes.
The experience launched at the Detroit Auto Show, then toured to Toronto, New York, Geneva, and Goodwood Festival of Speed. At Ford World Headquarters, participant slots sold out in under 20 minutes.
Scaled-Down Activations
A compact, pop-up version of the studio was created to ensure flexibility for auto shows and brand events, while preserving cinematic quality and interactivity.
A compact, pop-up version of the studio was created to ensure flexibility for auto shows and brand events, while preserving cinematic quality and interactivity.
RESULT
• Generated long queues and earned media across major auto and lifestyle outlets
• Thousands of personalized trailers and posters shared across social media with the hashtag #UnleashYourInnerMcQueen
• The Mustang Bullitt gained cult status instantly, with activations reinforcing the car’s emotional and cultural value
• Generated long queues and earned media across major auto and lifestyle outlets
• Thousands of personalized trailers and posters shared across social media with the hashtag #UnleashYourInnerMcQueen
• The Mustang Bullitt gained cult status instantly, with activations reinforcing the car’s emotional and cultural value
WHY IT MATTERED
This wasn’t just a car reveal. It was a modern reawakening of a cultural icon, blending performance, Hollywood history, and audience participation into a truly unforgettable brand story. The Bullitt Experience not only showcased the vehicle but gave fans a role to play in the Mustang legacy.
