MAZDA
PROJECT:
National Dealer Meeting
ROLE:
Convince dealers Mazda is supporting them with “growth” initiatives and products to inspire their belief in the future of Mazda, resulting in increased investment in dealer franchises.
175,000 square feet of the San Diego Convention Center was transformed into a colossal performance area to foster a feeling of volume, confidence and power. An “Incremental Growth” wall, made of internally lit cubes representing the existing, new and future development product lines, continued to expand at the back of the room throughout the meeting.
In front of this wall, utilizing all available space, a total performance environment was enacted by also projecting right on the floor of this massive space. This along with dancing lighting trusses, atmospherics, specialized pyro and customized special effects, which allowed vehicles to interact with various projections, culminated in twenty of the most stunning car reveals ever staged.
The 2,000+ audience members were positioned into five groups, each with a set of risers, its own sound system, and a panoramic screen that would retract or fully engage on command. This “in your face” sound and visual experience created maximum individual impact of video and graphics and uncompromised power during vehicle reveals. The visual representation of Mazda’s product offerings and growth plans made an indelible mark on the dealers.