Interactive product storytelling and 3D configurator experience.
2021 AutoTrader Media Creative Direction Interactive Experience Web Design
For the launch of the Ford Bronco, I led UX and creative direction of Perfect Fit, an interactive digital campaign built around a 3D configurator, designed to showcase the vehicle's versatility and accessories range through an immersive, personalised experience.
The Bronco's core appeal is adaptability: different terrains, several use cases, and configurations. A traditional campaign page couldn't communicate that complexity.
The central decision was to make the configurator the heart of the experience rather than a feature within it, turning passive viewers into active participants. The design challenge was then structuring that flow so users could move freely and easily through configurations.
Progressive disclosure and clear interaction patterns kept the experience intuitive despite the product's complexity, while close collaboration with the 3D and development teams ensured visual fidelity and performance stayed in balance across devices.
