RIYADH, SAUDI ARABIA An immersive launch experience developed for the BYD Shark 6, introducing the vehicle to the Saudi market through a journey built around power, technology, performance and lifestyle. Under the concept Unleash the Shark, the experience transformed the venue into a controlled world of light, sound and movement. Guests entered through an immersive technology tunnel before discovering a cinematic vehicle reveal, live performances, interactive technology and a series of lifestyle environments designed to demonstrate the versatility of the Shark 6. The experience extended beyond the main stage through dedicated activations including an AlUla-inspired environment, extreme sports, live art, a vehicle-powered DJ booth, camping, VR, podcast content and test-drive experiences, connecting the vehicle with adventure, culture and contemporary Saudi lifestyle. Client: BYD / Al-Futtaim Project: BYD Shark 6 KSA Launch Concept: Unleash the Shark Location: Riyadh, Saudi Arabia Role: Creative Direction Scope: Creative Concept · Experience Strategy · Guest Journey · Spatial Design · Vehicle Reveal · Brand Activations · Entertainment Direction · Team Leadership · Design Oversight
