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BURJ KHALIFA

CAN-AM MAVERICK R LAUNCH

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How do you punctuate your most epic product launch ever? You go big! For the launch of the new Can-Am Maverick R we pulled off a fantastic video mapping takeover of Dubai’s Burj Khalifa. The result? A mesmerizing extravaganza that transformed the Burj Khalifa into a canvas of Can-Am's vibrant brand and product.

Services

Creative production
Conception
Media direction
3D / 2D Animation
Creative direction

Partenaires

BRP
Can Am
Circonflex Studio
Pixi Studio

" IN A MOVE SYMBOLIZING THE GRANDEUR AND INNOVATION OF THE PRODUCT, THE LAUNCH WAS STAGED ON THE TALLEST BUILDING ON EARTH."

Vision

Our vision was to transform the Burj Khalifa into an awe-inspiring spectacle, where cutting-edge technology meets automotive marvel. To do so, let’s embark on a journey to unveil a revolutionary side-by-side vehicle, not through traditional means, but by projecting its essence onto the towering canvas of the Burj Khalifa. Our goal was to captivate and unite everyone near the tower in a moment of sheer wonder and anticipation. This is more than an event; it's a fusion of engineering artistry and architectural grandeur.

Approach

Mixing clips selected from the TV spot and 3d animation made specifically in house for the event, we crafted the best reveal product launch for the Maverick R.
By going into details on such a huge scale tower, we took the time to focus on three of the main new taglines, highlighting the product and building the anticipation toward the final big product launch.

Executive creative director

Thibaut Duverneix

Creative Director

Guillaume Cardell

Multimedia Director / 3D Artist

Arnaud Mellinger

Art Director

Mathieu Léger

Live Action Director / BTS

Mathieu Gibeault

3D Artist / Compositing / BTS

Maxime Roux

3D Artist / Simulation

Miriam DIana Pelletier

Simulation

Etienne Garon-Vincent

Internal Mapping

Marouane Sahbi

Producer

Lara MacLean

Project Coordinator

Angele Beaufront

Sound design / Composition

Josée-Anne Choquette

Sound design / Composition

Paul-Étienne CÔTÉ

Modeling

Alain Blanchette