Lamborghini
Urus Launch – U.S. & Canada
Multi-City Campaign Redefining Luxury SUV Launch Strategy
Scope
design
vendor management
staffing
production
Produced an invite-only, high-security launch experience for the Lamborghini Urus in Detroit and Toronto — strategically positioned outside the traditional auto show environment to command attention and elevate brand narrative.
Rather than compete on the Detroit Auto Show floor, the launch took over a major art museum, transforming it into a curated exhibition of Lamborghini heritage and future performance. Projection-driven storytelling and reveal choreography positioned the Urus as both disruptive and inevitable — a new category within the brand’s legacy.
Executed under extreme confidentiality, compressed timelines, and severe winter weather conditions, the program required cross-border vehicle logistics, customs coordination, and secure staging — all while maintaining a seamless guest journey for press, dealers, and high-value prospects.
Executed under extreme confidentiality, compressed timelines, and severe winter weather conditions, the program required cross-border vehicle logistics, customs coordination, and secure staging — all while maintaining a seamless guest journey for press, dealers, and high-value prospects.
Function
Led reveal choreography, projection integration, multi-vehicle logistics, cross-border transport coordination, and on-site production. Acted as operational architect ensuring site-specific storytelling aligned with executive messaging and brand standards.
Execution
- Multi-city launch: Detroit and Toronto
- Invite-only press and VIP prospect audience
- Projection-mapped storytelling and museum takeover
- Managed cross-border customs and vehicle transport
- Orchestrated confidential reveal sequencing
- Delivered under severe weather and compressed timeline constraints
- Coordinated executive alignment and stakeholder integration
Impact
Successfully launched Lamborghini’s first Super SUV through a differentiated experiential model that generated buzz outside the auto show ecosystem while preserving exclusivity and brand control.
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Urus Launch – U.S. & Canada —