TESLA MODEL 3 CHINA LAUNCH SHANGHAI 2018

Overall creative direction and proposal development for Tesla launch of their Model 3 in China, Shanghai 2018. The event was cancelled during Tesla’s issues in producing the car for the mass-market. Large parts of the design were later picked up and used on Tesla roadshow across USA.

Tesla’s original plan had some extremely audacious goals. Many commentators criticized the plan, deeming it unrealistic and ridiculing the dream behind it. All of the goals were achieved in less than 10 years. And so we stand today poised for the launch of yet another piece in the formula to disrupt the world’s relationship with energy. Once again, a move that many thought too challenging, not credible, unachievable…

The stage (and the Model 3) will be initially hidden behind a frosted glass wall. A projected video will build up the suspense by taking an unexpected approach to Tesla’s history and that of its latest model. The video will recap what naysayers have been saying about Tesla and Model 3. Newspaper headlines, video footage, and voices will flock towards the center of the screen in an accelerated fashion. As this become an overwhelming noise, the whole glass wall will literally blow up, falling into pieces, revealing Elon and the new Model 3.