Ford Mustang Mach-E | Solarflare Studio

// services

Interactive Installation

Experiential Design

Motion Design

Personalised WebAR experience Solarflare built with Imagination for Ford's Mustang Mach-E European launch. Attendees saw their name on the car, chose colours, and unlocked content. No app needed.

Personalisation at roadshow scale

Ford's 2021 Mustang Mach-E European launch needed a roadshow activation that could compete with the car itself for attention. Working with Imagination on the 'Bring on Tomorrow' tour, we built a personalised AR experience that put each attendee directly into the narrative: their name on the car, their colour choice, their version of the Mach-E. The experience ran across multiple European markets, which meant the personalisation system had to work cleanly in multiple languages and across a range of device types without any app download friction.Personalisation is a word that gets used loosely in experiential. Here it was literal. The AR rendered the attendee's name on the vehicle body in real time, using the phone camera as the window into a version of the car that existed only for them. That specificity is what generates the social share.

Colour choice and content unlocking

Beyond the name personalisation, attendees could cycle through the Mach-E's colour range directly in AR, seeing the car in each finish in their environment before any of the vehicles were widely available in showrooms. We added a content-unlocking layer: certain interactions within the AR experience revealed Mach-E features and specifications contextually, tied to what the user was looking at rather than delivered as a linear product walkthrough.The interaction design had to be simple enough for a roadshow environment, where dwell time is short and ambient noise is high. We stripped back any flow that required reading, building the AR so that the core experience was discoverable through touch and movement. The colour selector in particular was designed to be operated one-handed while holding the phone up.

Why WebAR at launch scale

Choosing a browser-based AR approach for a major automotive launch was deliberate. App-based AR experiences carry a drop-off risk at exactly the moment you want momentum: the invitation to download breaks the connection between the physical activation and the digital layer. WebAR eliminates that gap. The attendee scans, the experience loads, and the car is in front of them within seconds.For Ford, a launch activation that runs without friction is also a statement about the brand's relationship with technology. The Mach-E is an electric vehicle in a market where trust in new technology is still being built. An AR experience that just works, on any phone, without setup, makes a quiet argument about where the brand is headed.

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