Burj Khalifa - Can-Am Maverick R Launch - CODAworx

Burj Khalifa – Can-Am Maverick R Launch

Submitted by Gentilhomme

Client: BRP

Location: Montreal, QC, Canada

Completion date: 2023

Project Team




Sound Design / Composition

Circumflex Studio


For the launch of the new Can-Am Maverick R, we transformed the Burj Khalifa into an awe-inspiring spectacle, where cutting-edge technology meets automotive marvel. To do so, we created a mind-blowing international product launch event, which transformed the world’s tallest skyscraper into a giant canvas. To showcase the power and design of Can-Am, we created 3D animations of various key attributes of the product, including its engine, in addition to amplifying the brand’s existing advertising material.


The brief : create the most epic product launch on the world's tallest skyscraper.

Working alongside BRP’s marketing team, our goal was to create high-impact multimedia content that would captivate and inspire fans, both on-site and online.

How? By amplifying the brand’s existing campaign material while producing original wow-moments highlighting key attributes of the product.

One of the most technical and creative challenges was to adapt 16:9 existing content to a vertical large scale canvas - the building is 830m high - while seamlessly blending it with original 3D animations of the product.


For the mandate, Gentilhomme created visuals synchronized with music, and lighting.

3D CGI visuals were created and rendered in-house and delivered, ready for instant playback.

Burj Khalifa, developed and owned by Emaar Properties Dubai, provided high-resolution video capabilities and set two Guinness World Records: the largest LED-illuminated façade, and the tallest LED-illuminated façade.

Burj Khalifa facade comprises more than 17 miles of V-Stick LED video/light fixtures and boasts 1,139,144 RGB mapped pixels.