The project started with a broad exploration of cultural signals, locations, architectural cues and narrative frameworks. This formed the conceptual foundation from which three distinct creative routes were developed. The strategy 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.
Based on this foundation, an information-flow architecture defined what to communicate before, during and after the event. This model aligned social content, experiential cues and digital assets into a clear sequence that guided users from awareness to participation. The framework also ensured that visual identity, copy style and interaction principles remained consistent across channels.
A final route was detailed 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 glance on social media to on-site engagement and post-event continuity. The result showcased a structured, scalable approach to event communication that balanced brand fidelity with local cultural relevance.
Experience Strategy, Creative Direction, Narrative Systems, Multi-Channel Architecture, Event Communication