Gearbox vs. Voicebox
The Ford ST badge is a symbol of excellence for driving enthusiasts everywhere. And for the reveal of Ford’s latest performance vehicle, we wanted to show that the Focus ST is back and better than ever.
We were tasked with continuing the theme of progression and creating an unconventional buzz around the vehicle.
The car boasts a wealth of technical highlights that make it the most responsive and agile Focus ST driving experience ever made. How could we demonstrate the thrill and fun of driving the New Focus ST while showing off its performance prowess?
The ST is purpose built for precision and control. Not only does it deliver exhilarating acceleration and outstanding straight-line speed, but also enables you to tackle every corner with confidence. Whatever our idea, it was essential we showcased the car’s impressive credentials
But films of performance vehicles doing what they do best are everywhere. If we were going to really create some buzz around the new ST, we needed to do something different.
Performance with a difference.
What better way to demonstrate the ST’s brilliant precision and control than pitching it in a race, not just against time, but lyrics? Rap music is known to chop and change rhythms and tempos, so we wanted to show the ST keeping up with a high-speed rap track.
In collaboration with up-and-coming Grime artist, Blakie, we created the “Gearbox Vs. Voicebox” film.
We raced the Focus ST against a remix of his high-energy track “Jump”. The ST races around a track, trying to keep up with the fast paced lyrics. It’s an adrenaline-fuelled display of the car’s precision and performance, with the perfect soundtrack to match.