EV Virtual Road Trip
Client: Michelin | 2024 | Virtual Road Trip Event Creative Direction
Our team helped Michelin gain recognition as the innovative leader in EV tires by grabbing attention with a never-done-before stunt. It united the superior technology of Michelin tires with the excellence and excitement of the Michelin Guide by inspiring key influencers with an immersive "Virtual Road Trip" dinner that takes them on a culinary, cross country journey in a single evening.
The meal was served alongside four state-of-the-art EVs in a space surrounded by 118 x 20 foot tall LED screens complete with sound design, all to immerse our audience in each city, give them a taste of the journey in between, and inspire some irresistibly eye-catching content.
Each meal was paired with a city, a specific vehicle, and a Michelin tire product, all represented in the space and introduced by a voiceover as the road trip unfolded. Each course, from Michelin Green Star restaurant Pomet, served up flavors from a different North American stop on our road trip.
