VW New Brand Design 2019

One of the most exciting projects that SBF involved in 2019 was the launch of Volkswagen new brand design. Commissioned by VW and lead agency Auditoire, show production by SBF and collaboration with Acht Studio Germany, and show team Up & Friends. Massive talents gathering at Guangzhou for the new era for Volkswagen, marking a new journey in to pure electric vehicles and ecosystem. We were honored to be involved in one of the world’s largest rebranding campaigns in 2019.

***** Show Highlights Photos ****

***** Opening Show featuring Kinjaz *****

Light is the new chrome” Powerful opening light show. Performance with interactive lighting (Kinjaz). Using the dancers as an axis to control the room we delivered maximum impact by combining laser interaction with pixel mapping the “light cage”, creating with the KINJAZ and Mike Song a custom piece for the opening.

Layer by layer we build up to the peak of the show.Next is the gauze projection. Floating blades of light “box: in the performers. Heavy haze is cut with laser light reacting to the music. The light show builds to the peak. The vibrant color splits from center stage wiping to the perimeter with laser interaction.

光是新的镀铬。震撼的开场灯光秀。互动灯光表演（Kinjaz）。我们以舞者为轴心控制全场，结合激光互动和像素映射技术，打造出“光笼”，并与Kinjaz和Mike Song合作，为开场创作了一件定制作品，从而实现了最大的视觉冲击力。

层层叠加，最终将演出推向高潮。接下来是薄纱投影。漂浮的光之“盒子”：映照在表演者身上。浓重的薄雾被激光切割，与音乐节奏相呼应。灯光秀逐渐达到顶峰。绚丽的色彩从舞台中心向四周扩散，激光与之互动。

***** Finale Show  ****

The tonality is contemporary and abstract. We blend movement with tracer effects of the dance. Playing with the physical and transferring to the virtual, our audience feels part of the vibrancy as we bring them into our world. This piece is all about attitude. Almost like a cat walk of attitude fused with contemporary dance styles with a interactive light show.

The holo gauze stage is filled with smoke, slowly we fill light in from the sides creating “frame” of gradient light. High art direction characters emerge from the mist towards the holo gauze layer. They are dressed in the new VW brand art direction. They are showcasing the new attitude of the brand. Young, Open, Determined. As they make their way across the stage, they hit poses combined with choreography and the room reacts to these moments.

They create echo effects, tracers of themselves are spreading across the room. Dancers interact with their shadows surrounded with vibrant color. Light is bouncing around the room. Refracted by prism effects on the gauze. We play with light and shadow. This performance is all about setting the attitude of the NBD and finale for the show. Key words emerge from the gauze and spread to the sides as we build up to the climax. The performers assemble in final positions to create the finale picture.

We end on the claim “vibrant power for all”

整体色调现代而抽象。我们将舞蹈动作与光影效果巧妙融合。通过对肢体动作的探索，并将之延伸至虚拟世界，观众仿佛置身于我们精心打造的世界中，感受着这股活力。这件作品的核心在于态度。它宛如一场融合了现代舞风格和互动灯光秀的个性T台秀。

全息薄纱舞台弥漫着烟雾，我们从两侧缓缓注入光线，营造出渐变光影的“框架”。精心设计的人物从烟雾中浮现，走向全息薄纱层。他们身着大众汽车全新品牌服饰，展现着品牌的全新态度：年轻、开放、坚定。当他们走过舞台时，摆出各种姿势，配合精心编排的舞蹈动作，整个空间都为之动容。

他们制造出回声效果，自身的光影在空间中扩散。舞者与周围环绕着鲜艳色彩的影子互动。光线在空间中跳跃，在薄纱的棱镜折射下熠熠生辉。我们玩转光影。这场表演旨在奠定NBD的基调，并为整场演出画上句号。关键的词语从薄纱中浮现，向四周扩散，最终汇聚成高潮。演员们最终聚集在舞台中央，共同构成最终的画面。

我们以“vibrant power for all”的口号结束演出。

The ultimate highlight of the event, 900 drones & the Canton Tower and an iterative laser show. The lighting show between the venue and Canton Tower will gather all audiences around the ID Cube area. Laser will light up the Canton Tower. At the same time, 900 drones take off from the other side of river and form into a ID.3 car shape. It will drive towards to them. Then all drones are going to showcase their formation of the signature elements of New Volkswagen Design. Drone show will end with 900 drones forming a giant VW logo besides the Canton Tower. This performance will set a magnificent tone for the launch.

本次活动的重头戏是900架无人机、广州塔以及一场精彩绝伦的激光秀。灯光秀将场地与广州塔交相辉映，吸引所有观众聚集在ID Cube区域。激光将点亮广州塔。与此同时，900架无人机从河对岸起飞，组成ID.3汽车的造型，并向观众驶来。随后，所有无人机将展示它们如何组成全新大众汽车的标志性设计元素。无人机表演的最后，900架无人机将在广州塔旁组成一个巨大的大众汽车标志。这场精彩的表演将为新车发布会定下基调。

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Client –  Volkswagen

Agency - Auditoire, VokDams

Show Team - Up & Friends

Media Production - Acht Studio & Super Bonfire

Show Creative - Super Bonfire

Stage Concept - Kaism Lim

Creative Director - Kaism Lim

Project Management – Jason Kirby, David Ran

Lead Producer - Vera Zheng

Art Director - Lockyi Chong

Animation / VFX Director - DB Gao

Style Frame Design - Lockyi Chong, Feng Hang, Iris Chen

Lasers Team - Artomation

Lasers Director  - Nils Kudla

Lasers Artist & TD - Bas Verstraelen

CG Leads - Dai, Lulu

Compositors - Lockyi Chong, DB Gao,Yeujian Lim, Min Min, Xiao He,  Madnas, Kaism Lim, Fu Kun,

3D Animation - Dai, Lulu, Jia Zifeng,

Music Production - TaQ (OngaQ, Tokyo)

BTS & Event Montage Editor - Kelvin Leow

Produced at Super Bonfire Group

Production Partner - Moving Apes

Produced at Super Bonfire Group with partners (Moving Apes)

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