Branded

The Dawn
of Lightyear 1

Assignment

A privileged few were invited to witness the dawn of clean mobility. With this unorthodox car reveal at 5:23 AM, the message to the automotive industry was clear. Welcome to the dawn of Lightyear 1.

Disciplines

  • Concept & Story
  • Experience Design
  • Music Composition
  • Video Content
  • Light Design
  • Show Crew

Commissioned by

  • Atlas Technologies B.V. / Lightyear

Location

  • Katwijk aan Zee, The Netherlands

Learn More

Branded events

A privileged few were invited to witness the dawn of clean mobility. With this unorthodox car reveal at 5:23 AM, the message to the automotive industry was clear. Welcome to the dawn of Lightyear 1.

Lightyear as a company has grown out of a group of passionate individuals that had won the World Solar Challenge four years in a row. They had already proved that is was technically possible to create a fully operational, solar-powered electric car. Nonetheless, the automotive industry was yet to be convinced.

We knew that we had to go above and beyond to show that this event was more than your average car launch. This was the start of a movement. With this in mind we set out on our quest for the rationale, which grew from a seemingly simple question: What if the main character of this car reveal was not only the car itself, but the sun?

“The Dawn of the Lightyear” was born.

A new dawn

Innovative and driven, a pioneer blazes paths. With the sun as the driving force, a new path presents itself. A new dawn, if you will.

A month prior to the event, a selection of professionals from the automotive industry and press received an intriguing invitation. An external event in the black of the night.

After a significant time in the darkness, literally and symbolically, the full reveal of the car hit all the right emotions. Exhilaration, euphoria and hope filled the room, as a deafening applause ran through the air, and tears ran down people’s cheeks.

“Of all the reveals I have seen, this is one I will absolutely remember. Not only for its surprising location, but mainly due to the unusual time around sunrise. And not to forget the impact that it attained globally.”
Roland Tameling — Editor Autoweek / Autocar

Marketing reach

800 publications around the event, with a potential reach of 3.3 billion helped attract interest from Silicon Valley, even those who previously declined collaboration.

How do you create an apotheosis, a climax that resonates perfectly with the rationale, is cost-efficient and uses the potential of the venue to optimal extend?

Everyday the sun rises. Yet it is the dawn in which we dwell, until a new day offers a new perspective. A new approach. For this first new day in the history of car-making, we gave the sun the lead part. At no costs. Welcome to the dawn, of the Lightyear 1.

Your branded live show

Want to know how we handle your event?

Let us discover the essence of your event and your custom dream castle will take shape right in front of your eyes. From creation to show production, all handled with care.

Get in touch

Discover our Latest Shows

26 Shows with over 25M+ vistors across 18 different countries.

Corporate Event
01

KLM
100 Year Anniversary

We created and executed the story of 100 years of KLM, to be performed multiple times per day, for a full week of celebrations for various guest groups.

View Show
Public Event
02

Techno Festival
'Hunkering in Concert'

For the melodic house and techno festival Hunkering, we created an emotional live show, combining techno DJs with a full orchestra and celebrating freedom.

View Show
Exclusive Corporate Event
03

BOD Dinner
Japan

We honoured the relationship between Japan and our Arab client by designing a scenographic ode to the Japanese flag and combining both cultures musically.

View Show

Looking for more?

All Shows