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disguise xR pushes storytelling boundaries for Maserati launch

Two-day hybrid, extended reality event was broadcast live around the world

disguise xR has powered a never-seen-before automotive event format for the launch of the new Maserati MC20, the first super sports car of the luxury manufacturer’s Trident brand.

Milan-based Feelrouge Worldwide Shows staged a two-day hybrid event held at the famous Autodromo di Modena race track, and it broadcast live around the world, with 152.1million online impressions, 27.9million video views and 8.3million engagements.

The setting included a huge open-air, installation stage with 630 square meters of LED video screens on three different axes, which hosted a series of anamorphic visual effects and augmented and mixed reality content, powered by three disguise gx 2c media servers.

The extended reality-themed visual narrative was complemented by a live performance, light show, sound system and original soundtrack. A fleet of 50 Maserati cars from across the years were showcased in the grandstand, creating an evocative drive-in theatre setting for over 500 live guests, accommodated in socially-distanced seating.

Feelrouge met the challenge of realising the two-day physical event during the coronavirus pandemic, and some severe weather conditions, which reduced rehearsal days. More than a year in development, the narrative connected the on-site and digital experiences with a statement of “hope, courage and audacity” during the pandemic that embraced the brand’s new vision.

“Expression of identity has been utterly transformed by moving from traditional AV channels to contemporary technological multi-sensorial communication,” explained Marco Klefisch, creative director at Feelrouge. “The concept was expressed through the synchronicity between set design, performance and audience in order to enhance every part of this mixed reality. We felt the need for multiple levels of engagement to create variety, rhythm and intensity during the show and embrace large online and on-site audiences. The contemporary representation of imagination moves its borders every day, and XR is the system to use par excellence.