Event
Škoda - CityGo
art direction
motion
Overview
Two debuts, one stage. We created the visuals for Škoda's CitiGo reveal and DJ Tiësto's performance at the Geneva Motor Show, where a new car and a new track shared the same moment.
Client
Škoda
Agency
United Visions
Team
4 @ Studio Storz & Escherich
Objective
Škoda aimed to launch the new CitiGo, entering the rapidly growing market segment of city runabouts and appealing to young, urban drivers. To reach this new audience, they planned to present the car at the Geneva International Motor Show with DJ Tiesto as the brand ambassador.
Challenge
Škoda's corporate identity at the time was quite conservative, which did not resonate with the new target audience. The challenge was to bend the existing style guide to align with the tastes and preferences of young, urban drivers while still staying true to the brand's identity. Additionally, we faced a tight deadline of eight weeks to develop the creative concept, produce the materials, and convince the client to adopt a more vibrant, loud, and cheerful approach.
Solution
Recognizing the contradiction between the conservative brand identity and the need to appeal to a younger audience, we deviated from the standard process of creating style frames and animatics before production. Instead, I immediately produced a colorful, loud, collaged countdown and an intro film for the CitiGo within one week.
This proactive approach aimed to convince the client through a finalized piece rather than preliminary visuals that might not convey the full impact. Despite initial resistance regarding colors, shapes, and animation, the client understood our vision and embraced our suggestions. Finally the entire media and all the graphics for this show could be produced in this style.
The booth at right before dress rehearsal showing the welcome loop
dress rehearsal for DJ Tiesto
standby for the team shortly before the show
lively, loud and cheerful... bold for Škoda
The welcome loop a common element before the show starts
This loop gives a preview without revealing too much
The countdown another common element
The countdown draws attention and builds up tension
The booth at right before dress rehearsal showing the welcome loop
dress rehearsal for DJ Tiesto
standby for the team shortly before the show
lively, loud and cheerful... bold for Škoda
The welcome loop a common element before the show starts
This loop gives a preview without revealing too much
The countdown another common element
The countdown draws attention and builds up tension
The booth at right before dress rehearsal showing the welcome loop
dress rehearsal for DJ Tiesto
standby for the team shortly before the show
lively, loud and cheerful... bold for Škoda
The welcome loop a common element before the show starts
This loop gives a preview without revealing too much
The countdown another common element
The countdown draws attention and builds up tension
The booth at right before dress rehearsal showing the welcome loop
dress rehearsal for DJ Tiesto
standby for the team shortly before the show
lively, loud and cheerful... bold for Škoda
The welcome loop a common element before the show starts
This loop gives a preview without revealing too much
The countdown another common element
The countdown draws attention and builds up tension
The booth at right before dress rehearsal showing the welcome loop
dress rehearsal for DJ Tiesto
standby for the team shortly before the show
lively, loud and cheerful... bold for Škoda
The welcome loop a common element before the show starts
This loop gives a preview without revealing too much
The countdown another common element
The countdown draws attention and builds up tension
The booth at right before dress rehearsal showing the welcome loop
dress rehearsal for DJ Tiesto
standby for the team shortly before the show
lively, loud and cheerful... bold for Škoda
The welcome loop a common element before the show starts
This loop gives a preview without revealing too much
The countdown another common element
The countdown draws attention and builds up tension
The booth at right before dress rehearsal showing the welcome loop
dress rehearsal for DJ Tiesto
standby for the team shortly before the show
lively, loud and cheerful... bold for Škoda
The welcome loop a common element before the show starts
This loop gives a preview without revealing too much
The countdown another common element
The countdown draws attention and builds up tension
The booth at right before dress rehearsal showing the welcome loop
dress rehearsal for DJ Tiesto
standby for the team shortly before the show
lively, loud and cheerful... bold for Škoda
The welcome loop a common element before the show starts
This loop gives a preview without revealing too much
The countdown another common element
The countdown draws attention and builds up tension
The booth at right before dress rehearsal showing the welcome loop
dress rehearsal for DJ Tiesto
standby for the team shortly before the show
lively, loud and cheerful... bold for Škoda
The welcome loop a common element before the show starts
This loop gives a preview without revealing too much
The countdown another common element
The countdown draws attention and builds up tension
The booth at right before dress rehearsal showing the welcome loop
dress rehearsal for DJ Tiesto
standby for the team shortly before the show
lively, loud and cheerful... bold for Škoda
The welcome loop a common element before the show starts
This loop gives a preview without revealing too much
The countdown another common element
The countdown draws attention and builds up tension
The booth at right before dress rehearsal showing the welcome loop
dress rehearsal for DJ Tiesto
standby for the team shortly before the show
lively, loud and cheerful... bold for Škoda
The welcome loop a common element before the show starts
This loop gives a preview without revealing too much
The countdown another common element
The countdown draws attention and builds up tension
The booth at right before dress rehearsal showing the welcome loop
dress rehearsal for DJ Tiesto
standby for the team shortly before the show
lively, loud and cheerful... bold for Škoda
The welcome loop a common element before the show starts
This loop gives a preview without revealing too much
The countdown another common element
The countdown draws attention and builds up tension
This project was personally significant as it marked my progression to art direction and initiated my successful 10-year career in event production for brands like BMW, John Deere, Mercedes-Benz, Porsche, Seat, Volkswagen. It also taught me that when design aligns with the interests of stakeholders and the target audience, clients can be persuaded to follow innovative paths.
Countdown and Intro
Personal learnings
Problem-Solving and Creativity
Flexibly adjusting traditional processes and creatively working within brand guidelines can produce innovative solutions that resonate with new target audiences while maintaining brand integrity.
Career Milestone in Event Production
This project marked my transition to art direction, highlighting the importance of creative risk-taking in professional growth and delivering resonant experiences.
Design as Effective Communication
Delivering tangible, compelling prototypes with strong visual appeal can overcome stakeholder resistance, aligning design solutions with both audience preferences and stakeholder interests.
