Ford Motor Company x Charli D’amelio
In 2022, Worldwide XR and Ford Motor Company collaborated to create the most innovative advertising campaign of the decade: It Takes an Icon To Drive an Icon. WXR and Ford enlisted the world’s leading social media influencer, Charli D’Amelio, to feature in a campaign unveiling the long-awaited 2023 Ford Mustang Mach-E. Worldwide XR conceptualized, scripted, story-boarded, directed, captured, edited, and marketed this game-changing advertising campaign.
The Story
Early on in the development process, Worldwide XR honed in on the nostalgia evoked by one of Ford’s most iconic automobiles: the ‘65 Mustang. To leverage this nostalgia for a youthful audience, WXR built the campaign around the juxtaposition of a digitally de-aged Charli and Marc D’Amelio and ‘65 Mustang alongside today’s Charli and Marc and the ‘23 Mustang Mach-E. The result is a technologically innovative and emotionally compelling campaign that blurs the line between a short-film and long-form advertising.
The Technology
Using 106 cameras in a spherical room, WXR volumetrically captured the full 360-degree body and depth of Charli and Marc D’amelio to bring them into an incredible, real-time, augmented reality display. In addition, WXR used a 160 camera photogrammetry rig to capture Charli and Marc in the highest resolution 3D file possible. WXR utilized deep-fake technology to digitally de-age the D’Amelios and Unreal Engine to design and implement virtual, dynamic backgrounds. Both the ‘65 and ‘23 Mustangs were captured using the proprietary technology of WXR.
The Shoot. How WXR Gives You Cutting Edge Content for Less
If Ford pitched their concept for the campaign to an industry-expert, that person would likely estimate a production budget of ~$5 MM. Nobody would guess WXR’s actual production budget: $1 MM. How can WXR save its’ clients 80%? An agile organizational structure, cutting-edge photogrammetry and volumetric capture technology, and the ingenious leadership of WXR CEO, Travis Cloyd. WXR’s unique skill set facilitated completion of the shoot in one week and with Charli on set for just a single day. subsidiary Spatial Motors.
Deliverables. What WXR Can Provide
While the scope of media deliverables continues to expand, WXR will provide, at minimum, the following assets:
- Traditional Long Form + Short Form 2D ‘Hero Video’
- Social Posts for TikTok, Instagram, Reels, Snap, Youtube, and Youtube 360
- Augmented Reality Experiences, including 20+ pieces of Volumetric Capture content, viewable on SnapChat, 8th Wall, and VueXR
- Virtual Reality Experience viewable with the Oculus Quest 2
- 360 Video Experience for Youtube 360
- Behind the Scenes 2D Pictures + Video
- Press Release and Press Support for Charli’s Team.
CMG successfully negotiated on WXR’s behalf to have Charli post the following:
- 1 Youtube Post
- 1 Youtube360 VR Post
- 4 TikTok Posts
- 1 or More Instagram Feed Posts and
- 1 or More Instagram Stories Post. Just Charli’s required posts exceed $800,000 in value, roughly equivalent to WXR’s entire production budget.