Lead creative producer and show director for the launch of the all new smart #5 in Byron Bay, Australia.
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With a very short lead time we reworked the whole experience, based on an already existing schedule and booked venues. We pivoted from an indoor location to a natural outdoor location to place the car in an authentic environment. Based on the strategic ramp of “Life is best without manuals” we let the attendees find their way to the venue on their own by letting them embark on a small walk of exploration which ultimately led them to the venue. After the world premiere the attendees were sent on a smart test drive experience back up the gold coast to Brisbane.
With Optimist Incs US-based creative team, we leveraged timezones for quick turnarounds and experiential expertise. On site oversight of creative installations and development of the show with C-level executives and the product team were my main responsibilities.
