Automotive

A car launch has one unforgiving moment, and everything before it is either building toward that moment or wasting it. For the Tunisian launch of the BYD Dolphin SURF, the visual system started before anyone saw the vehicle: an animated entrance tunnel, then lateral LED screens holding a thousand square metre space together and carrying the brand language through to the reveal on stage. Producing content for a system installed by a third party is its own discipline. The image has to read across very different surface geometries, at very different viewing distances, without the identity breaking between one wall and the next.