TRO got approached by BYD because they wanted to build the biggest ever activation at Goodwood Festival of Speed and they had visited our MINI activation the previous year and were so impressed that they asked us to pitch. So I was asked to lead the biggest project of my career and although we didn’t win it was single handedly the biggest learning curve I’ve had to date.
The brief was that BYD wanted a tech-led, experience heavy activation, that showcased BYD vehicles as well as their subsidiary car brands, DENZA and Yangwang. The build itself had to be the biggest ever due to the amount of elements they wanted to show. You can see from the renders the amount of moving parts that were required to fit so a lot of the process was the layout configuration but all the while keeping in mind the design direction that would tie it all together. The client wanted to see basically every aspect completely realised before they decided so we worked tirelessly on every inch of the design and I still think it looks fantastic but ultimately they went with another company.
The brief was that BYD wanted a tech-led, experience heavy activation, that showcased BYD vehicles as well as their subsidiary car brands, DENZA and Yangwang. The build itself had to be the biggest ever due to the amount of elements they wanted to show. You can see from the renders the amount of moving parts that were required to fit so a lot of the process was the layout configuration but all the while keeping in mind the design direction that would tie it all together. The client wanted to see basically every aspect completely realised before they decided so we worked tirelessly on every inch of the design and I still think it looks fantastic but ultimately they went with another company.
Credits
Agency: TRO
Creative Lead, Art Direction, Graphic Design: Buster Moxham
3D Design: Tom Saunders
3D Design: Sebastian Ariel
Account Director: Rob Booker