New Branded Entertainment for Ford
FORD's TRACK DAY GETS HOLLYWOOD MAKE-OVER
Ford are taking the track day experience to a whole new level with a unique and original ‘immersive driving experience’, Go Faster.
This innovative concept sees the paying public learn stunt-driving skills while being filmed, with the footage cut into a pre-shot trailer for a fictional action-packed, Hollywood heist movie in which they would play the hero.
Experiential agency Imagination partnered with auto specialists Carnage to conceptualise, script and produce the film trailer through their Branded Entertainment team. Key to the concept was to adhere to the conventions of the movie ‘trailer’ but also give the film a sense of narrative closure (similar to a short film), so experience goers can take home a fully-contained, social-media shareable film.
The Creative Director for Carnage on the project Oisin Tymon said ‘from the moment James Keane (Digital Creative, Imagination) spoke to us about Go Faster, we fell in love with the concept; a track day meets Secret Cinema. Go Faster was a unique creative challenge, and the perfect project to launch the Carnage Branded Entertainment division. We’ve bought our tickets and can’t wait to have a go!’.
The Go Faster experience launches in the UK from October 2017.