If you visit the Ford booth at the LA Auto Show, you’ll probably find yourself mesmerized by The Digital Stage. Created by Imagination, Ford’s longtime auto show display creator, the stage looks like a cross between an iPhone and a DJ booth, complete with Jasmin, the VJ. Surrounded by “media pods” where people can upload photos, comments, and opinions, the VJ orchestrates real time content provided by people at the pods—kind of like a living MySpace page for the Auto Show.
Jamie Gladstone, Creative Director at Imagination, gets animated when he talks about the possibilities. “The auto show experience can be hostile—there’s a lot of action, a lot of noise. We want the Ford display to be friendly and engaging—not just a parking lot.” David Tillapaugh, Ford’s Global Auto Shows Manager, is after participation. “We want to give the sense that the spectator is part of the show,” he says.
As the live content is mixed by the VJ, it becomes part of the auto show. Content from the smaller screens is saved and added to the loop that plays on the large screens featuring vehicles on display, transforming pre-produced videos into a highly customized story unique to each show. Products, people, opinions, and music all make their way in.
Gladstone is delighted with the response he’s gotten since the Digital Stage made its debut at the 2007 Geneva Auto Show. “Ford is the people’s brand—it’s about giving people the best car for their money.” When Ford opens itself up to the people in a way like this, it shows its willingness to take risks. “It takes confidence and humor,” Gladstone says. “I think that Ford has a great future.”
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