From Motor City to Sunset Boulevard, American Icon: A Mustang Immersive Experience invites audiences on a time-traveling, culture-shaking journey through six decades of speed, rebellion, and cinematic style. Behind the wheel of this production is Dandelion + Burdock, the creative technology studio responsible for translating the Mustang legacy into a living, breathing, multi-sensory environment.

This session looks under the hood of the production pipeline behind American Icon. The Dandelion + Burdock team unpack the real production challenges behind delivering content at extreme resolutions – larger than the Las Vegas Sphere – from render-farm constraints and asset-management headaches to new tooling requirements and the sheer logistical strain of moving multi-terabyte workflows across global teams. More importantly, we’ll explore how these pressures are reshaping the role of content teams, who must now design smarter pipelines, innovate on process, and build new ways of working to keep up with the scale of expectation. As immersive environments grow in ambition, the content pipeline has become the new bottleneck. Higher pixel counts, increasingly complex canvases, and the demand for bigger and better visual impact push creative teams into uncharted technical territory. Mustang Immersive was no exception.