An immersive event in collaboration with Marcantonio, between art and technology, to discover the new electric Škoda Elroq. From April 7 to 13, 2025 at the PAC, within the context of Milan Design Week
At Milan Design Week 2025, Škoda Auto unveiled This Way, an immersive installation by artist Marcantonio at the PAC in Milan. More than a car launch, it expressed a new vision of electric mobility. Through metaphors, lights, a dreamlike atmosphere and suspended paths, the new Elroq — including the RS version — emerged as pure emotion, embodying agility, silence, power and sustainability.
The goal of the event, beyond the launch of the new car, was to position Škoda in the Italian and international markets as a design-driven, premium brand, able to connect with its audience and engage in an authentic and active dialogue with its target.
Škoda turns exploration into an immersive experience brought to life by Marcantonio’s creativity. The concept drew on the metaphor of a journey and on art as an alternative language to the product: a fantastical voyage unfolds through suspended paths, symbolic creatures and poetic landscapes, where statues inspired by animals and nature metaphorically embody the essence and features of the fully electric Elroq. Supporting this vision were innovative technologies: dynamic lighting and immersive sound design to stimulate the senses, recyclable materials in line with the ‘Modern Solid’ philosophy, and interactive installations engaging the public, reinforcing the invitation ‘Let’s Explore’. In this way, art, design and innovation shaped an experience that goes beyond a product launch, offering a cultural and emotional narrative of the future of electric mobility.
Netflix’s biggest Nordic event of the year. Fieldwork produced the Squid Game 2 launch in Copenhagen with 150 top celebrities & press immersed in iconic moments, stunts & creative teasers for season 2
The objective was clear – create maximum press & PR buzz for Squid Game Season 2 without a traditional screening. Netflix needed a bold, innovative concept to capture attention & generate organic coverage. Our idea was to transform Copenhagen into an exclusive Squid Game world where 150 of Denmark’s most influential press, PR voices & celebrities became players. Every detail was designed for storytelling—immersive installations, competitions with prizes, iconic series moments & countless photo opportunities encouraged attendees to document & share. Journalists & influencers alike created authentic, high-impact content that spread across media outlets & social channels, amplifying anticipation for the new season. By turning the event itself into ‘the channel’, we delivered not only an unforgettable experience but also headlines, reach & cultural relevance—positioning Netflix as the home of unmissable entertainment.
We challenged Netflix to go beyond their initial idea & create something unforgettable: a Squid Game where influencers became the players. The creative spark was to flip perspective—guests didn’t watch the story, they lived it. From the moment they were blindfolded & led by eerie soundscapes, their senses were heightened & imagination unlocked. Every zone was designed to drive interaction & shareable content: the thrill of opening coffin boxes to find your tracksuit, the wonder of stepping into that iconic 3D staircase, the nostalgia of playing marbles & Dalgona cookies. Guards brought tension & theatre, while dynamic lighting, sound & voice overs turned each zone into a mood—both playful & unsettling. The climax was a 45m Red Light, Green Light arena with a 4m doll, countdown clock, referees & a scoreboard dynamically updating player photos. What made it powerful wasn’t just scale—it was how it made people feel: part of the game, bonded by thrill & compelled to share the story.
At Rock in Rio, Itaú, the biggest bank in Latin America, marked your 100th anniversary with its largest brand activation ever: a three-floor pavilion, exclusive experiences and deep fan engagement.
Itaú, Brazil’s largest private bank, aimed to transform its 100-year anniversary into a cultural milestone at Rock in Rio’s 40th anniversary. The main goals were to reinforce Itaú as the most relevant and emotionally connected brand of the festival, increase business relevance by driving card usage and marketplace transactions, and strengthen leadership in values such as diversity, innovation and “brasilidade” – the Brazilian spirit. Participants should engage with Itaú both on-site and digitally: experiencing exclusive shows, using Itaú cards for benefits and cashback, and interacting with branded content. Beyond transactions, the objective was to create lasting emotional memories that link music and culture to the brand. The event should make audiences see Itaú not only as a financial institution but as a cultural protagonist, inspiring pride, inclusion and affinity with new generations, while sustaining long-term customer relationships.
Itaú transformed its centenary into a cultural celebration at Rock in Rio by creating the brand’s largest activation ever. The three-floor Itaú Pavilion became a stage for exclusive performances, immersive experiences and a surprise that no one had seen before: the first-ever appearance of Xuxa, Brazil’s iconic presenter and artist from the 80’s and 90’s, at the festival. This choice connected generations through nostalgia and novelty, turning a brand activation into a historic pop-culture moment. The innovation was not only in scale, but also in execution: live content created in real time, partnerships with influencers and fans, and the use of WhatsApp Channels to deliver behind-the-scenes updates directly to thousands of followers. By blending physical experiences, digital amplification and unexpected cultural icons, Itaú stood out as an example of how a bank can engage with music, diversity and national identity, proving that financial brands can also be cultural protagonists.
THE SOUND OF SUPERSRTAR(S): turn the SUPERSTAR into a gen z icon with an unforgettable Paris music experience.
The event aimed to reimagine the adidas Superstar for a new generation by connecting music, fashion, and culture in an immersive experience at the adidas Arena. Its primary goal was to strengthen adidas Originals’ position as a cultural icon among Gen Z through a large-scale live music event amplified digitally. By blending community engagement, creative collaborations, and cutting-edge digital storytelling, the activation sought to drive brand love, social buzz, and membership growth via adiClub. The experience merged physical and digital worlds, using music and influencer participation to spark conversation, generate massive online reach, and reaffirm adidas Originals as a leader in lifestyle and creativity.
The creative concept reimagined the adidas Superstar as a symbol of cross-generational creativity. The idea: unite diverse music genres and cultures under one sound – The Sound of Superstar(s). The adidas arena was transformed into a giant shoebox installation crowned with XXL visuals from the Superstar campaign, blending physical architecture with brand storytelling. Immersive visuals, fashion integration, and multi-genre performances created a 360° brand experience. Each artist expressed the Superstar through customized looks and performances, demonstrating the shoe’s versatility and its enduring role in pop, sport, and street culture.
A discreet conversation room at a festival evolved into national Gen Z mental health project. Now provides qualified support incl via chat lines at events nationwide. Lives saved, brand strengthened
Mental health is the most expensive illness,costing the equivalent of two Norwegian health budgets. Prevention could halve these problems. Gen Z is bearing the brunt of this illness with 36% struggling. Insight: they don’t want companies talking about mental health, they want someone to talk to. Gjensidige created “The Breathing Space”: a discreet room staffed by mental health experts plus access to NGO MentalHelseUngdom’s (MHU) digital chats. Goals: 1.Safeguard lives, 2.Increase help-seeking through the Breathing Space, and 3.Strengthen Gjensidige’s standing with Gen Z. Concept awareness nearly doubled, impression improved: “Gjensidige cares about youth mental health, and they help prevent problems”. The platform is now widely deployed at festivals, sports tournaments, student weeks, a mobile conversation room, and a permanent installation at major national venue Unity Arena.
Most brands throw parties at festivals. Gjensidige built a safe space that saves lives. The innovation: placing professional mental help inside an EDM festival, unexpected but authentic. The Breathing Space flipped expectations by offering low-threshold, stigma-free conversations in noisy, high-stress settings. Impact metrics proved the model: +539% traffic to the campaign site, +75% increase in MHU help-chat use during Palmesus week. The creative power lay in combining small gestures (free water, calm design) with life-saving support. The innovation, part 2: Lowering the threshold and taking the conversation room to wherever the young audience were. The scalable format extended to sports sponsorships, cinema takeovers, a mobile “on wheels” version, and Unity Arena’s permanent room. Most brands create ad campaigns telling people how much they care. Gjensidige made a real difference, showed up, took the hard conversations and proved a brand can be both highly relevant and trusted.
Experiential brand activation campaign for the Fanta Beetlejuice limited edition product launch, combining film premiere, street activations & Halloween parade to create buzz and drive product trial.
The Fanta Beetlejuice campaign aimed to generate maximum awareness for the limited edition within just seven weeks, leveraging the?Beetlejuice?movie launch and the Halloween season. The goal was to emotionally connect Fanta with a young, entertainment-driven audience, increase visibility at point of sale, and drive product trial. Participants were encouraged to engage with the brand through gamified promotions, influencer seeding, and the AI photo booth that transformed them into Beetlejuice. They were expected to share their experiences online, discover the new flavor, and associate Fanta with bold creativity and fun. Ultimately, the campaign should boost sales, strengthen cultural relevance, and reinforce Fanta as the most playful soft drink brand. The Halloween Lifetrain in Vienna’s Prater served as the spectacular climax of this immersive journey.
The campaign fused the cult world of?Beetlejuice?with Fanta’s playful identity, using Halloween as the creative stage. At the movie premiere, we staged a?Fanta brand activation?with influencers, glowing cans and an?AI-powered photo booth?that transformed guests into Beetlejuice in real time—an innovative highlight that generated instant social sharing. Street activations across Austria extended the concept with a Beetlejuice wall, gamified giveaways and live stunts, turning public spaces into theatrical brand touchpoints. Influencer seeding boxes amplified anticipation online, linking digital and live worlds. The creative climax was the?Halloween Lifetrain?in Vienna’s Prater, repurposed into a rolling show with acrobats and a Beetlejuice performer leading the parade. By combining cinema, seasonal festivity, technology and live entertainment, the campaign created an immersive, multisensory brand experience unlike conventional launches
By leveraging its partnership with the FFS, Audi has the opportunity to create a standout event that not only embodies the brand’s values but also spotlights one of its latest electric models
Building on its 20-year partnership with the French Ski Federation, Audi is once again present in Courchevel for a key World Cup event: the women’s slalom.
In 2025, the brand has chosen to go further: the women’s event in Courchevel is an opportunity to highlight Audi’s deep connection with the mountain world – its preferred playground.
It is also the occasion to give even stronger support to French women’s skiing, which Audi has championed for two decades. Because being involved in this sporting universe means standing for performance, innovation and pushing beyond limits.
For the 2025 edition, our ambition was to deliver a powerful message to these exceptional athletes across all generations. It was also an opportunity to bring a refreshed and more impactful 360° presence for the brand at the heart of the resort – ensuring this message resonates as widely as possible while giving product showcasing a distinctive expression.
2,000 metres above sea level. –5°C. In the heart of the Alps. Do you see a beautiful landscape? Audi France saw a photo studio.
A world premier: a studio without spotlights, without flashes. Just the night, the mountains… and the Matrix LED technology of the new Audi Q6 e-tron as the only source of light.
In front of the lens, several generations of French athletes came together: today’s members of the French Ski Team – Clarisse Brèche, Marion Chevrier, Doriane Escané, Marie Lamure, Caitlin McFarlane and Chiara Pogneaux – alongside legends Marion Bertrand, Margot Bailet, Nastasia Noens and Tessa Worley, all former team members.
Opening of DPG Media’s new HQ Mediavaert: a unifying corporate event for 2,000 employees, featuring 3D projection mapping, hybrid access, and innovative storytelling to inspire pride and connection.
The opening of Mediavaert was designed to mark a new era for DPG Media by strengthening pride, unity and engagement among 2,000 employees. As key brand ambassadors, they were immersed in the company’s heritage and future vision through storytelling, technology and symbolic moments, fostering a deeper emotional connection – because, as Simon Sinek states: “Customers will never love a company, until the employees love it first.” The event also served as a broader brand activation towards stakeholders, aiming to shift perceptions amid public debate on DPG Media’s growing influence. Participants were encouraged to feel pride, embody the brand, share its story externally and contribute to a culture that attracts, motivates and retains talent, reinforcing DPG Media’s position as a forward-thinking, responsible media company.
The creative concept revolved around turning Mediavaert’s iconic spiral staircase, the “wokkel,” into a living storytelling canvas. With 3D projection mapping, DPG’s past, present and future were vividly brought to life. Innovation lay in the integration of AI-enhanced visuals, real-time animation, and hybrid participation. The mix of high-end technology, emotional storytelling, and royal presence created an unforgettable and highly symbolic experience.
AUDI launched its China-exclusive brand & E concept car via an immersive HYPER DRIVE tunnel for 600 guests, livestreamed to 85M, embodying “The Best of Both Worlds.
The objective was to launch the new, China-exclusive AUDI brand and its flagship E concept car in the world’s most competitive auto market. This was not a conventional product launch; we needed to launch an entire brand philosophy, “The Best of Both Worlds,” simultaneously with the car.
The goal was to create an unforgettable, defining moment that would generate massive awareness from zero, establish immediate credibility, and position the AUDI E concept as the embodiment of fusion: German engineering prestige meets Chinese digital innovation. Success meant attendees and millions of online viewers would perceive the car not just as a vehicle, but as the physical result of a powerful new idea.
Our strategy addressed the challenge of establishing brand credibility in the world’s most challenging car market.
Research with the Chinese target audience revealed they judged automotive brands on their ability to demonstrate innovation, rather than merely claim it.
Using this as a basis, we created a stunning physical transformation of the venue, with a reveal from a traditional space to an immersive environment with the AUDI HYPER DRIVE. Leveraging cutting-edge technology for the event execution drew direct comparisons to the AUDI E concept’s avantgarde technology and innovation.
We took that impact a level further by integrating livestream infrastructure that could bring the experience to 85+ million viewers online, allowing them to also become immersed in the VR experience despite viewing from their devices.
By transforming traditional product launch architecture into an immersive brand experience, we created a physical metaphor for the transformative ambiti
A true restaurant and cocktail bar fully dedicated to basil, right in the heart of Brera: Basil Bar combined taste, art, and creativity into a 360° brand experience that engaged over 2,000 guests.
The main objective was to deliver a 360° brand experience, strengthening brand equity and supporting the launch of the new Pesto with Basil and Mozzarella di Bufala Campana PDO, positioned as a unique product for creaminess and “indulgence.”
The activation plunged guests in a multisensory journey across food, mixology, art, and culture, generating a positive and memorable association with the brand. From a commercial standpoint, the project aimed to drive consideration and product trial, turning 2,000 clients into spontaneous brand ambassadors through tastings, masterclasses and workshops. At the same time, the format highlighted the versatility of pesto, interpreted in unprecedented and creative ways – from appetizers to cocktails – underlining its potential as an ingredient able to surprise and reinvent itself beyond traditional expectations.
Pesto Barilla becomes an integral part of the city by transforming Casa degli Artisti in Milan into a garden where basil is in the air, on the table, in the dishes, on the walls. A real restaurant activity, with an à la carte menu and different formulas, from lunch to dinner up to aperitifs and social dinners. A complete offering, enriched by the dishes of chef Lorenzo Cogo and a selection of cocktails in collaboration with MAG, accompanied by a full program of activities: themed masterclasses with the presence of food creators, a dedicated merchandise line, and an artistic contest involving some of the most relevant street artists of the current scene, culminating in a 13-meter mural celebrating the irresistible creaminess of Pesto Barilla. In front of the mural, a customized newsstand distributes the Basil Bar Gazette, the only newspaper in the world entirely dedicated to basil.
Fernanda Montenegro’s literary reading at Ibirapuera Park, which turned into a mass spectacle, moving audiences, sparking social reflection, and connecting the public to Itaú’s cultural essence.
The main objective of the event was to reinforce Itaú’s positioning as the leading supporter of culture in Brazil, demonstrating that the brand goes beyond financial services to offer experiences of social and symbolic value. The idea was to create a cultural happening that would foster a genuine connection with the public, bringing together different generations around relevant and transformative content. Fernanda Montenegro’s reading of Simone de Beauvoir brought to light urgent themes such as equality, legacy, and female leadership, inviting participants to reflect on their role in society. By engaging in an analog, simple, and collective experience in an increasingly digital world, participants were deeply impacted by the power of words and shared emotion, strengthening their perception of Itaú as a brand that promotes culture democratically, encourages social reflection, and transforms public spaces into arenas of belonging and collective memory.
The creative idea was born from the contrast between today’s noisy, fast-paced digital world and the choice of an analog, silent, and unprecedented format: transforming a feminist text into a mass spectacle in a public space. By inviting Fernanda Montenegro to interpret Simone de Beauvoir at Ibirapuera Park, Itaú created a cultural experience of high symbolic power, capable of uniting generations around collective reflection. The innovation did not rely on complex technologies, but on the bold simplicity of the gesture: mobilizing 15,000 people in silence to share the power of the word. The strategic design prioritized authenticity and human impact, with curated content, minimalist scenography, and spontaneous amplification through the press and social media. The event demonstrated that, in the digital age, true innovation can lie in the analog: in transforming public spaces into arenas of culture, belonging, and social memory.
An immersive Heineken event that challenged Gen Z to break the routine of always visiting the same bar, bringing together four curated bars inside a historic building in São Paulo.
The Single Night Bar was created to address a clear tension within Generation Z: young people who crave new experiences but end up always going to the same bars. Heineken sought to break this cycle and reconnect with this audience, positioning itself as a culturally relevant brand and a promoter of discovery. The main objective was to generate immediate desire and exclusivity, encouraging participants to explore new places and expand their relationship with bar culture. More than entertainment, the proposal was to transform the brand into a cultural agent of experiences, occupying a historic building in downtown São Paulo with four different bars, each with its own atmosphere. The use of the brand’s app as a direct touchpoint reinforced the integration between physical and digital, facilitating access to the event and stimulating the journey of discovery.
The creative idea stemmed from a Gen Z behavior: going out less and, when they do, always visiting the same bars. Inspired by the culture of ‘non-monogamy,’ Heineken turned this insight into an invitation to ‘cheat’ on the usual bars and discover new experiences. To bring this to life, we took over the historic Edifício Misericórdia in downtown São Paulo, creating four themed floors, each with a different bar curated by Facundo Guerra, a reference in entertainment. This structure offered unique atmospheres in a single night, but with one rule: the experience could only be lived once. The brand’s app was used as the central technology, simulated within the building itself and serving as a hub for registrations and bar discovery, bringing digital into the physical. Innovation lay in the fusion of urban space, technology, and culture, turning the event into an exclusive, immersive, and unrepeatable experience.
