As Executive Creative Director at Park Avenue, I devised creative concepts for many car launches for a variety of manufacturers, but the highlight was the Range Rover launch.
 

The press event took place in Scotland in the middle of winter, and was followed by the dealer event in Northern Italy.
 

At the press event we revealed the vehicle in a hangar before journalists were driven over the hangar to begin their experience.
 

At the dealer event I came up with the concept of revealing the vehicle “From the Inside Out” using a live “Pepper’s Ghost”.

Other highlights included the idea of placing giant mirrors around the off-road course, to allow drivers to witness the articulation of the suspension beneath them.
 

The brief ensured that dealers were treated in the way that their customers would expect to be treated, allowing us to create bespoke hospitality experiences, and we also designed and produced a portable sample configurator to allow dealers to visit customers to specify their new vehicle with the full tactile experience of the new range of interior and exterior finishes.