The Challenge
Mustang is built for exhilarating joy and maximizes personalization.
Give drivers the freedom to get out there and feel alive with each and every drive.
Mustang
Director of Experience Design
Creative Direction
2023
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.
