Developed a comprehensive strategy for a Berlin-based launch event for Tesla, translating product attributes, cultural references and audience behaviour into a coherent experiential system. The work combined analytical research, spatial concepting and multi-channel orchestration to define how the brand should appear, speak and behave across touchpoints.
The project began with an in-depth exploration of cultural signals, locations, architectural cues and narrative frameworks. This research formed the conceptual foundation for three distinct creative routes. Each route connected product design logic — including the Cybertruck’s industrial, cinematic and retro-futuristic influences — with scenarios that felt authentic to Berlin’s cultural and architectural landscape.
Building on this foundation, an information-flow architecture defined what to communicate before, during and after the event. The model aligned social content, experiential cues and digital assets into a clear sequence, guiding users from initial awareness to active participation. It also ensured consistency across visual identity, copy style and interaction principles.
One final route was developed in detail through social teasers, spatial storytelling and a microsite concept designed to anchor the experience. The system demonstrated how strategy translates into a cohesive customer journey — from first exposure on social media to on-site engagement and post-event continuity — balancing brand fidelity with local cultural relevance.
The project began with an in-depth exploration of cultural signals, locations, architectural cues and narrative frameworks. This research formed the conceptual foundation for three distinct creative routes. Each route connected product design logic — including the Cybertruck’s industrial, cinematic and retro-futuristic influences — with scenarios that felt authentic to Berlin’s cultural and architectural landscape.
Building on this foundation, an information-flow architecture defined what to communicate before, during and after the event. The model aligned social content, experiential cues and digital assets into a clear sequence, guiding users from initial awareness to active participation. It also ensured consistency across visual identity, copy style and interaction principles.
One final route was developed in detail through social teasers, spatial storytelling and a microsite concept designed to anchor the experience. The system demonstrated how strategy translates into a cohesive customer journey — from first exposure on social media to on-site engagement and post-event continuity — balancing brand fidelity with local cultural relevance.
Client: Tesla
Event Branding
Event Branding
- Concept
- Art Direction
- OOH
- Environmental
