Marketing executives at Ford asked EffectDesign for something different - and not outlandishly expensive. Their requirements were for a fast setup; in a small venue where a range of individuals would present new product details throughout a day and a half. The result was a versatile, dynamic stage environment where multiple appearances could be created quickly with the click of a mouse.

The side legs of the set were projection surfaces - and by using conventional digital projectors, we were able to instantly update the appearance of the entire stage. In all we produced 17 different set appearances. The budget settled at $745,000 - inclusive of design, custom media production, projection hardware rental, lighting effects and construction.