Design team
Art direction / UX design: Leo Melo
UX research: Marcella Anghinoni
UX research: Marcella Anghinoni
UI: Leo Melo, Hian Battiston and Caio Arruda
Campus Party 2016
Ford participated in the Campus Party with simple booths focused on programming, and there would be a competition where programmers would make a working application for Sync 3 in a few hours, the best would take a Ford car. I built the project inspired by Matrix and we started some studies with feedback from the participants because we wanted to understand the participants as soon as Ford would be back in the following year.
Campus Party 2017
In the next edition, we had several data that proved that the campus people were attracted to group activities since there was a place of freedom where individuals wanted to show who they are.
The Mememímica
After some research, we wanted to know - what participants understood as fun? 2016 was a year with strong political influence with mass activities, such as marches, and shouts of order and it was also linked to the success of memes.
I then had the idea of uniting mime with memes, thus giving birth to Mememime. We presented the idea to a group that was interviewed at the beginning and the result was very positive. In practice, the result was even more positive, Ford was entitled to only 4 minutes on stage on the first day, after the first day, the audience asked for more Mememimics and Ford and CPBR had to perform the game 3 times a day during all the event days and the duration would now be 15 minutes. =)
In the next edition, we had several data that proved that the campus people were attracted to group activities since there was a place of freedom where individuals wanted to show who they are.
The Mememímica
After some research, we wanted to know - what participants understood as fun? 2016 was a year with strong political influence with mass activities, such as marches, and shouts of order and it was also linked to the success of memes.
I then had the idea of uniting mime with memes, thus giving birth to Mememime. We presented the idea to a group that was interviewed at the beginning and the result was very positive. In practice, the result was even more positive, Ford was entitled to only 4 minutes on stage on the first day, after the first day, the audience asked for more Mememimics and Ford and CPBR had to perform the game 3 times a day during all the event days and the duration would now be 15 minutes. =)
The Unlock Game
The studies also pointed to the desire of young people to challenge themselves, so I created a kind of question and answer game and with good scores, participants could win gifts. I developed the platform initially in Figma and, with an intuitive platform, I brought themes linked in programming and Sync 3, the onboard computer system of Ford cars.
Some questions depended on technical knowledge, so I spread programming codes throughout the event's booth as a hint - even the promoter's clothing had a unique code.
Planning UX
Here was the first scribble where I gathered all the information for the beginning of the journey to understand everything that the audience would have.
Here was the first scribble where I gathered all the information for the beginning of the journey to understand everything that the audience would have.
Campus Party Franchise 2017
Unlock's success in previous events won Ford's heart, and they wanted to replicate it at Campus Party Bahia in the same year but wanted more focus on Ecosport and its Camaçari plant. As I had already worked with the "Camaçari people" with Desing Feeling Exhibition, we knew that the best Ford car designers would be there at our disposal, so we had the idea of showing them to the public in a smaller booth and we would take Mememímica to inside the car.
Unlock's success in previous events won Ford's heart, and they wanted to replicate it at Campus Party Bahia in the same year but wanted more focus on Ecosport and its Camaçari plant. As I had already worked with the "Camaçari people" with Desing Feeling Exhibition, we knew that the best Ford car designers would be there at our disposal, so we had the idea of showing them to the public in a smaller booth and we would take Mememímica to inside the car.
Campus Party 2018
This was the fifth consecutive time that we participated in the Ford Brasil stand for the Campus Party. We brought the new Ford Mustang, the most anticipated car of 2018, and many new features from Ford; Of course, the Unlock game and the Mememimic activation could not be missing, which were already a proven success in previous events.
The Campus Party took place on January 30th and lasted until February 4th, 2018 at Anhembi Pavilion - São Paulo.
