The McLaren Artua Launch
VICE PRESIDENT OF EXPERIENCES AT MEDIAMONKS, 2022
To introduce "the next-generation hybrid super-car," McLaren Automotive wanted to reveal the Artura in a style that embodying the full force of McLaren.
We created a digital installation that acted as a giant zoetrope, revealing and concealing this incredible car in a field of pure energy. A ring of 36 synchronized LED pylons mirrored the shape of the atrium of McLaren's iconic MTC headquarters, reflecting off the gleaming surface of the car and surrounding lake, for an otherworldly live reveal moment with racer Daniel Ricciardo Broadcast Live.
