Putting the “show” back in Detroit “auto show”
To revolutionize the way Chevrolet connects with attendees at auto shows, drive global brand consistency and support their “Find New Roads” brand vision, beginning at the North American International Auto Show (NAIAS).
A collaboration with Chevrolet’s integrated agency network to design a carefully choreographed “show” environment that integrated dynamic video, audio, lighting and engagements to tell the brand’s story and elicit an incredible emotional response from attendees.
Traditional large displays and heavy architecture were abandoned in favor of beautiful video content coordinated with custom audio and lighting that created a constantly changing consumer experience. This scalable, customer-centric, engaging design has become the benchmark for Chevrolet’s Global Auto Show program.
Eight 20-foot-tall transparent video walls created a layered journey to the Chevrolet Theater, where consumers could relax in front of an enormous high-resolution LED screen that presented unique video stories of the brand’s dependability, performance, technology and more—demonstrating how Chevrolet continues to “Find New Roads.”
Post-event metrics prove that we helped Chevrolet “steal the show” by creating a whole new approach at NAIAS, using a state-of-the-art, integrated, multi-sensory experience to engage attendees and bring Chevrolet’s brand vision of “Find New Roads” to life.