Interactive product storytelling and 3D configurator experience.
2021 AutoTrader Media
For the launch of the Ford Bronco, I led the UX and art 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, hands-on experience.
The Bronco's core appeal is adaptability — different terrains, use cases, configurations. A traditional campaign page couldn't communicate that complexity or give users a meaningful way to engage with it. The brief called for something beyond passive browsing.
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 exploration so users could move freely through configurations without cognitive overload.
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.
