How to Launch a Product Without the Product

Ford's creative design agency uses virtual photography to create marketing materials for vehicles still in development

Last year, Burrows, Ford's design agency in the United Kingdom, dispatched a team to Valencia, Spain, to shoot still images. The project was part of a new campaign to promote two new Ford models -- the Galaxy and the S-Max -- that debuted at Autoshow Geneva 2006 in March.p>

The creative team at Burrows imagined a brochure showcasing the Galaxy inside Valencia's Science Park. They thought the futuristic backdrop would complement the car's elegant design. So the photographers began snapping pictures of the interiors of Spanish architect Santiago Calatrava's transparent domes and corridors. Observers, however, were a bit perplexed. "You say you're working on a car campaign," they inquired, "but where is the car?"  Read more >>

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