Rabbit Tech - R1 Launch @ TWA Hotel
Led creative @ Invisible North to help Rabbit Tech create an unforgettable moment at the iconic TWA Hotel to unveil the Rabbit r1. This wasn’t a regular product launch—it was a step back into a world where tech is playful, optimistic, and full of potential.
In December 2020, Activision was about to throw Warzone and its base of over 80 million players into the gritty world of the Cold War. They asked us to help set the stage for the biggest update in Warzone history and bridge the gap from 2020 to 1984. So we developed a fully interactive experience (including a radio station, mini-site, and ARG) with a 100% digital footprint. The project recently won gold and silver at the Entertainment Clios, and hopefully more to come!
Guests arrivedt at the beutiful TWA, and were imediatly greeted by a decked out DeLorean. An imediate hint at the past-meets-future theme of the night ahead.
The iconic Mosaic Hallway was transformed into a tech museum, displaying hardware that inspired the design of the r1, going back to the 60s.
Entering the main space, you're confronted by the monumental r1 display, bringing the playful Rabbit brand to 3D life.
Throughout the space were interactive product displays showcasing the r1 design, interactive design displays, and product photo moments.
The night culminated in a keynote from Rabbit CEO Jesse Lyu and the delivery of the first orders of the r1 via conveyor belt.
Client: Rabbit Tech
Agency: Invisible North
My role: Creative Director