It was Sila’s second commission for Lamborghini, after the 2018 Moscow premiere of the manufacturer’s Urus model. This time, taking over Moscow’s Cition Hall, our objective was to erase any distinction between real phenomena and digital illusion for our viewers, where the EVO was seemingly assembled right in front of their eyes.

The key conceptualization of the show followed the EVO’s tagline: Every Day Amplified. The world has been waiting too long to see the border between screen and reality blurred. We brought to this project our own restless energy and ambition, and our excitement for a future that more seamlessly merges the digital and the real. We used real lasers to create digital worlds; we gave life to drawn objects. We strove to break into a new era with our presentation — and to mirror Lamborghini’s accomplishments with the EVO.

The new car is the central figure of the show, and everything virtual around it would become real. Moreover, unlike most of our presentations, the EVO was introduced immediately and remained centerstage throughout the presentation.

We wanted to surprise the viewers not only with CG content but also with real, physical objects. The customized fan gave us the opportunity to integrate snow, confetti, haze, and the cloth. We completed the virtual story with the physical one.

The setup was primarily comprised of two five-by-five-meter-long flexible LED screens, which gradually unfolded onstage as the event progressed. The show was accompanied by complementary special effects that enhanced the perception: vibrating floor, laser and light effects. Forms that began as illustrations on the screen appeared to suddenly materialize in three dimensions. And with the help of a custom-made fan, installed behind further LED screens, the impression of falling snow, feathers, and confetti brought the presentation into a tangible reality.

It was an honor to work with the dynamic Lamborghini team once again. The board of directors visited the last presentation which took place in Milan. We received brilliant reviews from top managers of the legendary Italian company.