FCA “Gears” - Detroit Auto Show 2016
Client: Fiat Chrysler Automobiles (FCA)
Production Company: Spinifex Group
My Role: Executive Producer (Media Production)
Project Description:
Following a successful partnership with FCA on their 2015 Dealer Announcement Show, Spinifex were challenged to bring some storytelling magic to the 2016 North American International Auto Show.
In partnership with GPJ we created a first of its kind at a global auto show - a choreographed, theatrical experience tiled “Gears”. Bringing together video content, lighting and audio in unparalleled synchronicity, “Gears” combined the power of theater with linear storytelling, showcasing the unique personalities of 7 FCA brands - Fiat, Chrysler, Alfa Romeo, Jeep, Dodge, Ram and Mopar - in a cohesive space connected by a spectacular array of LED screens and light rings. Conceptually, the screens resembled a finely-honed machine with each of the brands’ ‘gears’ interacting with one another in a stable and organized manner. The brands then took their turn drawing energy from the LED canopy to fuel a show that featured its key stories and products.
Designed to immerse, inspire and entertain, the 18-minute show celebrated the uniqueness of each of brand, whilst reinforcing the connectedness of the FCA group. “Gears” was subsequently rebooted for the two following Detroit auto shows.
As the Executive Producer of media production, I worked with the client and agency creative teams to define the strategy, flow and direction for the show. I then managed a team of 10 who designed and animated the content, and coordinated with the lighting, audio and live production teams to ensure synchronicity between the digital and physical elements.
