CarNext Underground X-Perience was a project that we produced and directed. CarNext challenged us and Pedro Lamy, to create a memorable experience that involved a great car, a great pilot and an unconventional track….the objective: to capture a ride of a lifetime for some lucky guests.
When the project was given to us, we all agreed with one main directive:
“It has to be fun”
We wanted to plan a promotional event, that would not disappoint the participants, and could live on video afterwards.
We planned to have a quick “candid camera” moment at the beginning, where we gifted our participants with disappointment, so the reward could be better at the end.
Serving them a ride that speaks for itself, giving edge to all the event, ending with a little surprise that made everyone smile.
UNDERGROUND X-PERIENCE OUTFIT
After developing the logo, starting point and the podium, we felt that something was missing, so we gave several possible uses to the logo. We adapted it for USB pens, Shirts and Caps, and obviously some Vinyls for the BMW M4 .
This project was fun to do!
Being our first promotional event, at start it was a little bit overwhelming. As we researched and conceptualized the event, all started to make more sense, and it became easier by the second. We believe that we achieved something that offered some great moments to everyone involved, including us.