As a preferred and trusted supplier of Ford Racing & Ford Australia, Phoenix was engaged to create and deliver the entire Ford Uncovered experience end-to-end, from the overarching creative concept and spatial design through to production, technical, content, guest journey, hospitality, travel, accommodation, transfers and onsite delivery.

At the heart of the experience was one idea: take guests from the history of Ford into the Future of Ford.

Guests first travelled through an immersive entrance tunnel, using sound bites, lighting, content and draping to surround them in Ford's history before emerging into an entirely different world. Then came the reveal. Seven live reveal shows were delivered across the four-day program, unveiling the Bronco Basecamp, Transit City and Mustang Dark Horse T8 Spec Pack to different audiences throughout the event.

It meant Phoenix was managing the entire human experience around the show, not only the production, including the complete guest logistics program for interstate and international attendees: travel, accommodation, airport transfers, guest communications, hospitality and onsite guest relations.

Ford Uncovered became one of Ford Australia's most significant launch moments of the year and, according to the client, their most successful event of this scale to date.

More than 1,500 guests experienced the program across four days, with seven major reveal shows delivered seamlessly to multiple audience groups. The reveals generated widespread automotive and mainstream media coverage across Australia and New Zealand, with reporting focused not only on the three vehicle reveals but on Ford's much bigger future strategy, including plans to more than double its market coverage to over 60% and have more than 90% of volume represented by new or significantly refreshed vehicles by 2030.

We weren't asked to simply reveal three cars. We were asked to make the market believe in the Future of Ford. And that's exactly what Ford Uncovered did.

Zone 1 was transformed into a huge cinematic environment, almost an IMAX theatre meets rock concert, featuring a spectacular 16m x 8m LED screen, immersive sound design, theatrical lighting and projection mapping across the vehicle stage and guest pathway.

The reveal was only the beginning. Guests moved from the hero theatre into a series of immersive environments designed around the key stories of the Ford brand: Adventure, Build, Thrill and Design & Engineering.

Rather than traditional product displays, Phoenix designed each as its own distinct world. The zones showed Adventure built around an outdoor Basecamp environment; Build showcasing commercial capability; Thrill bringing Ford Racing energy into the space with the Formula 1 Red Bull & Ford Racing vehicle in the centre of it all; and Design & Engineering exposing the technology and thinking behind the vehicles.

Every zone had its own storytelling, content, vehicles and physical environment, but together they told one cohesive story – this is Ford now, and this is where Ford is going next.