Ford Racing
America’s Race Team
We partnered with Interbrand to create a key component for Ford Racing’s rebrand. This dynamic new visual identity captures the grit, energy, and iconic spirit of ‘America’s Race Team’.
To bring the identity to life, we created an adaptive motion language derived from the stripes of the US flag. The resulting ‘racing landscapes’ are 3D terrains composed of digitally mapped iconic race sections, including the Nürburgring’s ‘Karussell’ and Laguna Seca’s ‘Corkscrew’. This brings motion and depth to the overall brand system, turning abstract racing motifs into something with real presence.
For on-road assets, iconic track sections were translated into cinematic 3D environments, using kinetic camera shake, exaggerated camber, and a precise first-person perspective to heighten authenticity. The resulting visuals translated seamlessly across out-of-home touchpoints, digital launch content, and physical merchandise.
For off-road applications, we developed expansive terrains inspired by the raw intensity of endurance racing. Refined architectural forms, wide horizons, and forward-driving camera movement created a heightened sense of scale and momentum, while thickened stripe foundations mirrored the contours of natural topography.
Influenced by legendary races such as the SCORE Baja 1000 and the Dakar Rally, these environments capture the unpredictability and endurance at the core of Ford’s off-road heritage. Vast desert expanses, aggressive elevation shifts, and deeply carved terrain language combined to create a scalable generative system that powered campaign assets, launch films, and merchandise across the global brand rollout.
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Credits
- Client Ford Racing
- Agency Interbrand
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Press
- Brand New
