Mustang

Revered for its distinctive and sleek design, the Mustang is a symbol of freedom, power, and style. Over the years, this legendary pony car has evolved through various generations, maintaining its status as a symbol of American automotive prowess. To captivate enthusiasts worldwide, I have led creative direction for several photoshoots, video shoots, website direction, targeted campaigns, integrated marketing for this enduring symbol of automotive excellence.

Mustang

Role

Director of Experience Design

Date

2020 - 2023

MISSION

Give drivers the freedom to get out there and feel alive with each and every drive.

Objectives & Narrative

Leverage the empowering feeling of driving a newMustang to improve relevance with a younger, more diverse audience. Spark enthusiasts’ excitement for Mustang by bringing the new & updated features to life in an unexpected way.

Game Changing Interior Experience

Customizable curved dual-display with 12.4-inch digital cluster and 13.2-inch SYNC 4A screen

An Iconic Lineup That Exhilarates

Turbocharged Ecoboost Engine, GT, Dark Horse, Convertible, BIC naturally aspirated V8 HP, with faster speeds.

Self Expression That Excites

Make It Mine: world's most modified car, continues with even more factory-backed options.

Adrenaline Boosting Drift Brake

Segment-first electronic drift brake to unlock Mustang GT’s V8-powered RWD drifting capability.

Drift Brake Spot

The Ford website required an attention-grabbing video segment to highlight their innovative Drift Brake for the 2024 Mustang. I collaborated with one of our art directors and enlisted a photographer to strategize the project. Our chosen location was Willow Springs Raceway, where we brought along three legendary Mustang models: the EcoBoost, GT convertible, and a formidable 500hp Dark Horse.

POSITIONING

Mustang is built for exhilarating joy.