Ford faced a dual challenge: reshape public perception around EV range and usefulness in long-distance travel, and position their electric SUV as a catalyst for adventure rather than limitation. Customers were excited about sustainability, but hesitant to fully embrace EVs for road trips. The emotional barrier wasn’t just about charging—it was about confidence, joy, and purpose in the journey itself. Ford needed a new narrative, a new set of tools, and a fully integrated experience to bring that vision to life.
We co-created Frontiers as a deeply layered experience ecosystem that blended service design, digital interfaces, physical environments, and behavioral engagement. The concept began with “Curated Provisions,” physical retail spaces stocked with sustainable gear that invited EV drivers to outfit their journeys with purpose and care. From there, the experience expanded into the vehicle itself, where real-time interface prompts delivered personalized journey adjustments, tuning comfort settings, offering guidance, and responding to the driver's environment with contextual empathy.
Beyond the vehicle, geniant designed wearable and environmental touchpoints that transformed travel into a sensory adventure. Smartwatches alerted users to weather shifts and encouraged spontaneous off-path exploration, while generative soundscapes played in sync with natural surroundings to heighten presence and reflection. A “Pathfinder Compass” helped orient drivers and hikers even in signal-free zones, and augmented reality-enabled moments of “Digital Discovery” created playful digital rewards tied to real-world exploration. Importantly, the experience embedded stewardship at its core, using location-aware QR codes and “Frontier Credits” to reward sustainable choices and support local communities. The journey concluded with a shareable field report platform, encouraging users to document their discoveries and inspire others, building a pioneering community around responsible, joy-filled adventure.