FIRST worked with long term client Daimler Mercedes-Benz to deliver the Creative, Management & Delivery and Digital Technology for the launch of their new CLA Coupé. Showcasing the new model at youth-focused music and dining venue, Timbre+, more than 400 invited guests, customers, media and influencers were entertained by Singaporean hip-hop MC Sonia Chew and DJ AKA Sounds, and enjoyed an acoustic performance from top local singer and actor, Benjamin Kheng.
The center piece of the evening was a kinetic light installation, which was programmed to “dance” over the hero car during the official launch sequence. Drawing on the existing look and feel we enhanced this with an interactive display of street artists spraying directly onto a vinyl wrapped car. Food was a diverse mix of local cuisine provided through food outlets cladded in event branding with custom designed menus.