We Are Allure

In 2023, Peugeot launched the electric evolution of their most successful car of all time. We were asked to create an immersive, electric reveal event that brought people together and displayed the power of allure.

We placed the car behind a 30m semi-translucent screen and created an interactive surface attendees could play with. The car’s silhouette was visible in the vast, electrically charged multi-touch box. When people placed their hands on the surface, they were rewarded with real-time animation that came alive. Attendees could also manipulate 3D spatial audio with their hands, making this the world’s largest multi-touch digital synthesizer. Every touch created something new—a lively personification of Allure—and revealed the car little by little. After the electric charge of human touch reached a threshold, the unveiling began with a visually and sonically impactful show.

For this one, we had to compete internally against four other creative teams before being chosen to lead the project. From there, my team and I handled everything, from concept to execution, including director and production selection, pre-production, and post-production.

Agency: OPEN • ECD: Stephane Lecoq • Creatives: Tom Zaranko, Cristiano Signore • Production: UNIT9