Arm & Geely EX5
Live Event Launch & Large-Format Brand Creative
Client:
Arm & Geely.
My Role:
Creative Director, concept, art direction, team leadership, stakeholder management, final delivery.
Timeline:
7 days to event delivery.
Deliverables:
4 large-format event screens + 9x16 social cutdown.
The Brief:
The Geely EX5 UK market launch needed a film that communicated Arm's chip technology with emotional impact to a live audience, across a bespoke multi-screen setup including a central 4400x1200 stage screen, two flanking screens and an external lobby screen. Arm had attempted to produce the creative themselves, it wasn't good enough. The project came to us with the event date fixed and seven days on the clock.
My Role:
Responsible for everything from brief to delivery, concept development, assembling and directing a team of two animators and a sound designer, building master assets and style guides from day one and remaining hands-on throughout. Managed three simultaneous stakeholder approval chains across Arm, Geely and the event screen company. Two days before delivery a senior US-based Arm stakeholder raised significant amends, I navigated that diplomatically, holding our position with the full backing of the UK team without damaging the relationship.