Designing a live event for a mobile audience.

A multi-platform experiential data duet between a global pop star and the new jaguar I-PACE. Pace series, season one is a campaign to engage and drive awareness and consideration for the Jaguar brand with a younger 18-40 audience. Everything we did was thought through for the furthest point out from the live event - "what would the mobile audiences experience be....? The design, position and scale of the stage construction, the location, the unique visual language to help tell this music and technology story and the technology we would use to reach and engage the audience. Everything was created for the mobile audience, which then became a super concentrated immersive experience for the 1000 person audience who were at the event. Dua Lipa performed her data duet, remixed track 'Want To' as we immersed the audience in a dramatic visual story depicting the different data sets we had taken from the car. At the core of the experience is a cutting-edge piece of software which we created to personalise remixes of Dua Lipa's brand new song ‘Want To’. It works in three ways: Using vehicle data captured by the all-electric I-PACE for media here in Amsterdam, from your Spotify preferences remixing a song that will be for you, or by physical interaction data by tappng a speed on your mobile phone. Personalise and share your version of Dua Lipa’s latest track ‘Want To’ here: https://lnkd.in/dD-5ncY