Faraday Future don’t think of themselves as a car company. They are an extreme technology company, using technology to tackle mobility, while breaking every single mold along the way. This kind of ambition leads to standards of revolutionary heights, and at AMP, we had to live up to them.
A fully embedded team approach was constructed to tackle the seamlessness in communication required from vehicle design, engineering, data sciences, marketing and sales. Once in place, digital development was able to move at a blistering pace without being bottlenecked by conventional client / agency constraints.
Launching a new luxury brand powered by advanced, futuristic technology is uncommon territory. Our first assignment dug into the insights and nuances of what makes a FF customer. What do they believe? What do they value? Who do they influence? This laid the groundwork for how we go to market and define a resonating voice and tone within the content.
Because FF wanted to be an expression of the future and of extreme technology, anything that looked or felt like a traditional car brand was to be avoided. This meant we had to develop a new visual language that felt futuristic, premium, sophisticated and technologically advanced. To change the perception of mobility we started with our product, and then mirrored the technology and innovation from the inside out in order to drive interest and motivate action.
CES 2017 was set to be the highly anticipated reveal of FF’s first production vehicle, the FF 91. In the month of December, leading up to CES – we developed a unique, generative countdown experience on FF.com. What began as a swarm of particles at the beginning of December materialized each day into a more defined view of the soon to be revealed vehicle. On January 3rd – at a private VIP reveal event in Las Vegas – the livestream had over 180,000 viewers and concluded with the launch of the FF 91 site experience in both US and China – ready for pre-orders.
The FF Reveal Event and CES 2017 exhibit launched with great fanfare, long lines and excitement for a bright and sexy future – impressing even the most skeptical industry and trade voices. In the first three days of the event, FF.com handled more than 100,000 reservations and continues to welcome new Faraday Future customers to what the future has in store for mobility.