In launching Charge Around the Globe, Ford set out to demonstrate the true reach and resilience of electric mobility. This ambitious project was more than a test drive; it was a global expedition led by American adventure traveler, Lexie Alford, behind the wheel of the Ford Explorer.
The expedition spanned over 200 days and covered some of the most rugged and diverse locations. Its goal was to demonstrate the adaptability and durability of EVs in real-world conditions. The project was produced by Wieden + Kennedy and Wrack, with a 20+ person production team based in London, on behalf of Ford. Wrack entrusted Storytailors with key production and logistical support across various regions of Asia, Africa, Australia, and Europe.
The requirements we had to fulfill included multi-country shootings, securing filming permits, and ongoing team coordination with local producers. By streamlining production processes, Ford was able to focus on their mission – to promote sustainable transportation.
Our Role in the Project
Storytailors’ contribution to the project was grounded in our ability to deliver logistical and production support across multiple countries. We partnered with Wrack to fulfill complex requirements, including multi-country shoots, securing permits, and maintaining close coordination with local producers. By streamlining these processes, we enabled the project’s primary production team to focus on their creative mission: to showcase sustainable transportation at its best.
From the start, we knew this was an ambitious and challenging undertaking. Leveraging our global connections, local expertise, and adaptable teams, we supported Charge Around the Globe in several critical phases. Initially, we offered recce support in Asia that involved collaboration across multi-country teams and location scouting. Following this stage, we moved on to shoot preparation and production support across 4 legs – Europe, South Africa, Australia, and South East Asia.
Initial Recce Support in Asia
Ford initially contacted us to assist with scouting their route through Asia. It was a critical first sOur first task was to assist Wrack with location scouting and logistical preparation for Ford’s Asia leg. This phase was crucial in mapping out a route that was not only safe and feasible but also challenging enough to test the Ford Explorer’s capabilities in diverse conditions.
The recce demanded detailed research, ground evaluations, and the ability to anticipate unforeseen obstacles. Our teams worked closely with local production crews across Vietnam, Cambodia, Thailand, Malaysia, Singapore, India, and Bhutan. This included:
- Organizing EV transportation to evaluate mileage and performance under varying conditions.
- Providing local crew support and production expertise in each country.
- Coordinating travel logistics to ensure route efficiency and smooth execution.
Our insights helped shape the Asian leg of the journey, from securing permits to meeting mileage expectations. Later, Wrack also enlisted our support for scouting and preparations in Turkey, further emphasizing the importance of local expertise.
Shoot Preparation and Production Support
After completing the recce phase, we moved into full production support starting in August 2023. Wrack tasked us with coordinating logistics and on-ground assistance for four major legs spanning four continents and a total of 17,500 kilometers.
Short overview
Leg 1: Europe
- Route: From Nice, France, across Italy, Serbia, Bulgaria, Turkey, and Georgia (approx. 5,000 km)
- Services provided:
- Local production support with fixers
- Drivers knowledgeable about local routes
- Location permits arranged ahead of time
Leg 2: South Africa
- Route: South Africa, covering approximately 1,526 km
- Services provided:
- Comprehensive production support
- Full logistics coordination from visa arrangements to hotel bookings
Leg 3: Australia
- Route: Spanning from Adelaide to Cairns (approx. 3,000 km)
- Services provided:
- Complete production support
- Local logistics management, including hotel bookings and transport permits
Leg 4: South and Southeast Asia
- Route: From India and Bhutan through Southeast Asia to Vietnam, Cambodia, Thailand, and Malaysia (approx. 7,974 km)
- Services provided:
- Comprehensive production coordination
- Local fixers and permits to facilitate smooth passage across international borders
Results: Seamless Coordination & Multi-Country Production Coordination
Each of the four legs presented unique challenges and opportunities, from extreme weather conditions to sourcing experienced drivers familiar with local routes. Thanks to the efforts of Wrack’s production team and our on-ground support, the project stayed on schedule and delivered the intended results.
As Lexie Alford remarked, “Nothing in life that’s easy is worth doing,” and this spirit resonated throughout the journey. While the Ford Explorer was her trusted companion, Wrack relied on our 24/7 local teams to streamline communication and overcome logistical hurdles. This collaborative effort turned potential obstacles into opportunities, ensuring the project’s success.
Conclusion
“Charge Around the Globe” was a multi-country production project that pushed us out of our comfort zones.
Wrack and Storytailors worked together to overcome challenges across continents, delivering on Ford’s vision of demonstrating the reach and resilience of electric mobility. It compelled our teams to take risks, adapt in critical situations, and find solutions to unexpected obstacles.
For our part, this project reinforced the importance of local expertise and teamwork. It showcased that no matter how ambitious a challenge, success is achievable when the right people collaborate every step of the way.
