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

Gentilhomme

Client

BRP

Sound Design / Composition

Circumflex Studio

Overview

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.

Goals

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.

Process

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.