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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 projection, 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