Ford

When Ford acquired the Michigan Central Station in 2018, Detroit didn't know what to make of it. Closed since 1988, the iconic landmark wasn't just a building. It was thirty years of complicated history, pride, loss, and a cautious kind of hope, all wrapped in one facade.

That's why we created a free 10-day Winter Festival.

Using advanced 3D projection‑mapping technology, we turned the 18‑story station into a giant storytelling canvas that traced its past, celebrated its present, and imagined the future Ford envisions for Detroit. With imagery playing multiple times an hour, visitors could catch the show again and again. The festival also featured a night market, local music, food, and an exhibition of station artifacts curated with the Detroit Historical Society.

As the copywriter, I partnered with the Lead Art Director to co‑develop the narrative arc and wrote across every touchpoint surrounding the experience, including event collateral, posters, postcards, website, and on‑site messages like photo booth interactions. I also collaborated on the music direction and vendor experience, ensuring every detail felt intentional.

Every piece of collateral was crafted in both English and Spanish, because this wasn't a brand's moment.

It was Detroit's.

Our impact?

20.5k+
attendees

20mins
average dwell time

1m+
views of Ford content

99%
favorability towards Ford as a community partner