“Time to be audacious” show, a symmetrical experience live and digital. A “racing opera”, born from the sound, voice and heart of Maserati, to guide the guest through its vision to unveil the new MC20
Maserati “Time to be audacious” is the definition and the common denominator, which inspired this project. Starting from the brand’s vision and to transcend genres and definitions, the show was designed to blend real and virtual in a symmetrical experience between live and digital. A colossal screen, a monolith emptied inside and a sky to complete the anamorphic and alienating nature of the scene. A halo of cars as a parterre to host part of the public and a functional location: the Modena racetrack. A temporary theatre in a racetrack to host a “racing opera”, a celebration of legendary daring and style. The concept originates from the sound and is based, also visually, on the interpretation of the brand’s voice, creating parallelism with the beating heart of the Maserati genius: the Neptune engine. The pace is fast and cinematic to guide the user through the contemporary vision of the brand, paving the way for the unveiling of the new MC20.
World premiere of the new Rosenbauer RT, Hybrid Event, Live broadcasting of the drive of the vehicles to the event location, Aesthetic overall concept, Usage of innovative technologies;
As the main show producer, Ars Electronica Solutions attached great importance to create a harmonious, coherent, aesthetic overall concept. As an interface between technology and society, special attention was also paid to give this production a personal and humane character.
These goals were achieved through various show elements, which in the end resulted in a conclusive puzzle. Through aesthetic teaser animations a red thread was drawn through the whole evening. The specially developed design language emphasized Rosenbauer’s unique innovative idea through state-of-the-art Point Cloud-Animations.
The human character was created by the live broadcast into the arriving vehicles and the motorcycle cameras that were with them on the road. Used at the right moment, these camera views put the entire audience (virtual and physical) in suspense and let them participate in the ride.
For the launch in the Netherlands Bud introduced BUDX. A two-day event celebrating trendsetting culture, enabling and engaging Dutch young urbanites for a credible and relevant brand-positioning.
The peak of Bud’s local campaign effort was to roll out the BUDX platform, where cultural local talents are brought together through collaboration in the fields of Music, Art, Fashion and Tech. The platform is not purely designed for brand visibility but to actually contribute to and to reflect the local trendsetting culture. To create an inclusive community that bonds, inspires and ultimately collaborates. BUDX is an amplification platform: an experience that grows exponentially as more people engage creatively and collaboratively with each other and the brand.
BUDX was a two-day cultural melting-pot consisting of panel discussions with trendsetting culture icons by day and stellar music performances that transcended genres by night. A live site-specific integrated audio-visual performance fully customised for BUDX. Multiple art installations, a capsule collection and a preview of a photo exhibition. Additionally, all media content and graphic design was created by local artists.
Samsung’s partnership with Gamevasion, a digital gaming experience around gamescom, allowed for GenZ and millennials consumer engagement in times where offline interactions were not possible.
With Freaks 4U Gaming, INSTINCT3 and RocketBeans TV teaming up for the first time in history to create the Gamevasion, three of the strongest forces in the German gaming media industry are uniting their editorial and production capabilities to provide the widest digital coverage with their own version of gamescom 2020:
It took over 23 talents, 5 days, 200+ involved people and more than 40 show elements to bring our gamescom experience to the audience’s homes, and Samsung was in the middle of it. Next to endemic product placements such as monitors, tables and TVs, which were all presented during the gaming focused segments, even a Samsung Smart kitchen was integrated natively during the cooking show. This allowed for a holistic approach for the target audience to get to know the Samsung universe, while even being able to win certain products during online sweepstakes that were running during the show.