smart #5
World Premiere
The launch of the Smart #5 SUV was a true cross-regional collaboration between our teams in the US, EU, and APAC. Tasked by the client to debut their newest SUV, we brought the creative platform “Trust your guts. Your brain will follow” to life through an immersive experience in Byron Bay. At sunset, guests were handed lanterns and invited on a guided walk into the forest. As they moved deeper, light installations gradually illuminated the path, building anticipation for the reveal of the Smart #5. The journey emphasized instinct, exploration, and presence, which are the qualities that align with the vehicle’s spirit. The evening concluded with a feature showcase, including a mobile cinema playing scenes from Australia’s outback, positioning the Smart #5 as a bold companion for discovery.
| Client: | smart Europe |
| Agency: | Optimist |
| Role: | Creative Direction, Art Direction |
