The EV conversation was getting noisy. Ford needed to reach a generation of drivers who’d never given them a second thought. So we bypassed the auto show and unveiled the electric Mustang as a cultural happening.

It began with a top-secret preview for influencers. Partnering with light artist Sola, we created a glowing outline of the Mustang Mach-E, then broke it into fragments. Influencers shared those fragments across their channels, teasing just enough for fans to piece the puzzle together themselves.

The intrigue built until Idris Elba dropped in—first with cryptic teasers on his own social channels, then as the face of the launch film that finally unveiled the Mach-E.

By turning scarcity into spectacle, the launch became Ford’s most disruptive debut yet: 54M influencer impressions, 2B earned media impressions, 40M video views—and every Mach-E First Edition sold out within a week.