BMW Press Event Detroit

M power, a “never seen before” 10 minute long press warm-up created

to appeal even more press audience, was a huge success.

A 45-person cast from America visualized the tension and excitement before the race,

before the actual press show in a vivid and natural play supported by an impressive AV show.

As creative director responsible for total press event concept – “M- Power” including: client contact, AV guidance,

briefing musical production, casting, styling, staging, set up & storyboard choreo.

In creation I worked closely together with Rob de Vries with support of the whole production team and several external experts.

Project for De Vries + partners GmbH

Musical Direction by Erwin Steijlen

AV produced by GATE 11

Pictures by Paul Ridderhof