Mach-e
Legacy Rewired
Role: Multisensory Designer, UX UI Animation, Strategist, Sonic Identity Creative Lead
Team: Composers, Designers, Producer
Ford’s first performance BEV. Built under the Mustang nameplate. No small task - and not without controversy.
From the jump, this wasn’t about just checking boxes. It was evolution with intention.
Honoring Mustang’s performance legacy while daring to redefine it through electric innovation.
We approached it with both strategy and instinct. The discovery phase went deep,
unpacking market expectations, behavioral shifts, and the cultural challenge that comes with electrifying a legend.
The insights shaped our direction, but it was the creative risks that brought it to life.
This wasn’t Mustang light.
It was Mustang rewired.
My role quickly zeroed in on the tension between animation and sound. This was my first time leading a team of composers.
We went wide with our exploration.
These early studies set the tone. They established a point of view where screen design, motion, and sound
weren’t treated as separate layers, but as a unified expression.
We drew from the raw, digital materiality of the interface. From that, a new design language took shape,
paired with a sonic narrative that didn’t just support the visuals, but elevated them.
This wasn’t about following trends.
It was about setting a sensory standard for what an electric Mustang should feel like.
Motion Scored
It became clear: sound was more than just a layer. It was the connective tissue.
Pulling from my background in cross-channel campaigns, I led the strategic thinking around how sound could weave through the entire ecosystem - linking features, moments, and modalities.
These high-level conceptual pieces weren’t just mood.
They mapped out how innovation could feel.
They turned features into experiences.
Sound wasn’t an add-on.
It was the throughline.
Sound as Thread
This is the first and last touchpoint.
The welcome. The farewell.
A visual handshake with a machine built to change the game.
Mach-E didn’t ease in, it arrived. Full torque. The sequences were sculpted macro cinematography,
tracing light across the form of the vehicle’s surfaces with speed and intent.
I led the concept with storyboards, then directed the motion team to bring it to life. Every detail choreographed.
Every move designed to set the tone.
Because in the world of Mustang, even silence feels charged!
Power Up
Mach-e Sound
And finally, the chimes.
Ford’s first-ever fully digital in-vehicle sound experience.
Built from the branded sound strategy I developed, the chime suite evolved into something cinematic and intentional.
It hits the electric space with layered power, pulsed with restraint, and laced with a sense of EV calm.
These sounds weren’t just functional, they were emotional cues.
Moments of presence. Still pumping life into every Mach-E on the road today.
