Event
MB Tourismo
art direction
motion
Overview
A full CGI experience synchronized live with real bus performances for the Tourismo launch. Technically ambitious, deadline-driven, and built to make a vehicle feel like a spectacle.
Client
Mercedes-Benz
Agency
Change Communication
Team
5 Artists @ Studio Storz & Escherich
Objective
The international product launch of Europe's most successful coach, the Mercedes-Benz Tourismo, took place in Brussels. Our task was to present the Tourismo to 2,500 guests from 29 nations in an immersive, virtually real, and informative manner, with the ultimate goal of inspiring the audience. We were responsible for providing creative and technical consultancy, producing motion design, 3D animation, compositing, implementation, and live support.
Challenge
Creating a seamless, full CGI experience choreographed to an indoor bus driving performance, music, and multiple product presentations posed significant challenges. We needed to produce cohesive CGI content for a 40m x 8m movable LED screen and a 1,000 sqm floor projection. Ensuring the projections matched perspectives perfectly while delivering an immersive experience from all viewing angles was critical. Coordinating a team of artists and managing technical resources to make the production feasible within a tight four-month timeline added to the complexity. Additionally, working on such a large-scale show required establishing a shared understanding among all stakeholders about the hurdles, feasibility, and opportunities inherent in the project.
Solution
I took charge of research and development to determine how to produce this enormous virtual reality bus driving performance. After assessing the feasibility, I provided the show director with creative advice on how our animations could best bring his vision to life.
This collaborative process helped me understand the client's needs and the constraints. Such as the long turning circle of the coaches on stage and the resulting need for visual transitions. I began by creating initial styleframes, animatics, mappings for the projections, and a previsualization pipeline. I developed and documented a production workflow to scale all necessary processes effectively. This groundwork enabled me to successfully art-direct a team of five artists in crafting the immersive full CG experience.
Mockup of matching LED and Floor projection
Multiview set up for animating and shading
Prototyping the show to adjust timings
Everything matches perfectly and...
the product is guaranteed to be impressively staged.
the extra large scaled stage
and extra large, endless compositions
Show director Peter Zobel sets up his cue list to plan the show.
Mockup of matching LED and Floor projection
Multiview set up for animating and shading
Prototyping the show to adjust timings
Everything matches perfectly and...
the product is guaranteed to be impressively staged.
the extra large scaled stage
and extra large, endless compositions
Show director Peter Zobel sets up his cue list to plan the show.
Mockup of matching LED and Floor projection
Multiview set up for animating and shading
Prototyping the show to adjust timings
Everything matches perfectly and...
the product is guaranteed to be impressively staged.
the extra large scaled stage
and extra large, endless compositions
Show director Peter Zobel sets up his cue list to plan the show.
Mockup of matching LED and Floor projection
Multiview set up for animating and shading
Prototyping the show to adjust timings
Everything matches perfectly and...
the product is guaranteed to be impressively staged.
the extra large scaled stage
and extra large, endless compositions
Show director Peter Zobel sets up his cue list to plan the show.
Mockup of matching LED and Floor projection
Multiview set up for animating and shading
Prototyping the show to adjust timings
Everything matches perfectly and...
the product is guaranteed to be impressively staged.
the extra large scaled stage
and extra large, endless compositions
Show director Peter Zobel sets up his cue list to plan the show.
Mockup of matching LED and Floor projection
Multiview set up for animating and shading
Prototyping the show to adjust timings
Everything matches perfectly and...
the product is guaranteed to be impressively staged.
the extra large scaled stage
and extra large, endless compositions
Show director Peter Zobel sets up his cue list to plan the show.
Mockup of matching LED and Floor projection
Multiview set up for animating and shading
Prototyping the show to adjust timings
Everything matches perfectly and...
the product is guaranteed to be impressively staged.
the extra large scaled stage
and extra large, endless compositions
Show director Peter Zobel sets up his cue list to plan the show.
Mockup of matching LED and Floor projection
Multiview set up for animating and shading
Prototyping the show to adjust timings
Everything matches perfectly and...
the product is guaranteed to be impressively staged.
the extra large scaled stage
and extra large, endless compositions
Show director Peter Zobel sets up his cue list to plan the show.
Mockup of matching LED and Floor projection
Multiview set up for animating and shading
Prototyping the show to adjust timings
Everything matches perfectly and...
the product is guaranteed to be impressively staged.
the extra large scaled stage
and extra large, endless compositions
Show director Peter Zobel sets up his cue list to plan the show.
Mockup of matching LED and Floor projection
Multiview set up for animating and shading
Prototyping the show to adjust timings
Everything matches perfectly and...
the product is guaranteed to be impressively staged.
the extra large scaled stage
and extra large, endless compositions
Show director Peter Zobel sets up his cue list to plan the show.
Mockup of matching LED and Floor projection
Multiview set up for animating and shading
Prototyping the show to adjust timings
Everything matches perfectly and...
the product is guaranteed to be impressively staged.
the extra large scaled stage
and extra large, endless compositions
Show director Peter Zobel sets up his cue list to plan the show.
Mockup of matching LED and Floor projection
Multiview set up for animating and shading
Prototyping the show to adjust timings
Everything matches perfectly and...
the product is guaranteed to be impressively staged.
the extra large scaled stage
and extra large, endless compositions
Show director Peter Zobel sets up his cue list to plan the show.
We coordinated closely with on-site technicians to ensure seamless media implementation. During the event, I provided live support, offering quick ideas and swift solutions while managing expectations regarding the wishes of the client and director. Our efforts culminated in a captivating presentation that met the client's objectives and inspired the international audience.
Tourismo Show Trailer
Personal learnings
Collaborative Leadership
Worked closely with stakeholders to align creative vision with technical feasibility, ensuring seamless execution of a large-scale event.
Adaptability Under Pressure
Strengthened my capacity to provide quick solutions, improving solution-oriented thinking and manage client expectations in real-time.
Strategic Problem-Solving
Learned to develop and communicate production workflows to tackle technical challenges in large-scale events, boosting strategic problem-solving skills.
