Acura 2019 RDX launch – Detroit & New York Auto Shows 2018
Client: Acura
Production Company / Agency: Spinifex Group
My Role: Account Director
Project Description:
To launch the 2019 Acura RDX, Spinifex developed a content-led campaign spanning 5-months. Beginning with a social teaser video highlighting the key lines of the vehicle, select media were treated to a sneak peak of the RDX Prototype at Acura’s holiday reception, before it was unveiled en masse at the 2018 Detroit auto show. Online and social activity continued to build momentum, leading up to the reveal of the production RDX at the New York auto show.
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The Detroit press event was enhanced by the debut of Acura’s new auto show booth, which featured a dual-layer screen canvas combining a transparent LED screen with a large-scale projection surface. We strategically positioned the vehicle between these two screens, enabling us to use content mapping to tease and celebrate the vehicle before it drove out.
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The creative evolved from Detroit to New York as we transitioned from the prototype to production version. To add substance to the style, we created a series of mini-documentary films around the vehicle’s design and engineering teams, which were featured during the New York press event, and as follow-up social content.
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As the account director, I was responsible for the complete end-to-end delivery of the project from conception, through production, to onsite execution. This involved guiding the client throughout the process, leading a core production team (Creative Director, Technical Director, Producer, Lighting Designer, Scenic Designer), overseeing all content production (film shoot and CGI animation), managing the live event production, and overseeing the broader production crew.
