1,400
ATTENDEES
3
CITIES
4.2M
SOCIAL REACH
Challenge
To create the one night the press would remember, in the segment's most crowded launch calendar.
Idea
Before the car reached the stage, tell the decisions that made it — as an experience.
Experience
A sound-and-light corridor that began in darkness and resolved into the single frame where the car first appeared.
Execution
Nine days of build, a 42-person production crew, a run of show managed minute by minute.
Impact
60+ organic press placements; the highest score in brand recall testing.