I had the opportunity to tell the FF 91 2.0 line-off story. An off-the-line chapter for any new car is a big one. This is when design, engineering, safety and all the other workstreams come together to validate the first production version of a car. It’s the ‘dream comes true’ moment. Needless to say it was a thrill and honor to capture such a long awaited moment for Faraday for their path to this moment was long and bumpy but, the end product impressive.
The term “off the line” is a bit misleading though in the case of this luxury EV. Faraday’s approach is to take the best of all manufacturing techniques and use it to build this keystone EV. The use automation for speed and efficiency in some areas and expert handcrafted process for others assuring the end product is best in class. I mention this because it was a strong narrative thread in the video we produced. I wanted to make sure the audience heard it from the manufacturing and executive team themselves, so we shot the video in documentary style with lots of coverage.
The end product is a video that mixes day-in-the life manufacturing moments with an endcap celebration of executives celebrating with their team the hard work and determination to get to finished product.
This video was viewed to millions as a simulcast livestream viewed globally on Tencent, YouTube, social media streams and in the Faraday Future mobile app.
