P R O T O
P R I V A T E + S H A R E D F O R G E N Z
A Project With Ford
Ford asked us to show what Gen Z will expect in the future as well as what Ford can do to address this new vibrant audience. PROTO aims to address this as a new sub-brand and vehicle that will focus on a younger sector. Gen Z looks for products to empower them and help them to express their individuality. Gen Z expects brands to create a seamless and unified experience across in-store, digital and mobile. The auto industry must adapt and address this desire for personalization and a unique user experience.
Next Gen Personalisation
Experience Consumption
Gen Z
Individuality
Private + Shared
Proto is based around the concept of subscription-based usage,
whilst having full control and customisation over your side of
PROTO. The Dorsal fin splits the vehicle and represents your
desired theme and personaility to the world
Adaptive Skin
Inspired by cuttlefish and how their skin adapts in a fluid pulsing motion of self-expression.
PROTO is wrapped in a holographic adaptive display, allowing the customers favoured designs to be mapped and projected onto the exterior, allowing you to have your own personal form of expression in the urban enviroment.
P R O T O Boutique
The Boutique would allow the customers to interact with the vehicle, to customise, create and import their own design’s.
These designs and themes will be projected onto the exterior of the vehicle when they next hail a proto in the city.
