UNIT9 x Proximity | Peugeot E-3008 Launch
As Executive Producer at UNIT9, I led the production of a multi-sensory press launch experience for the flagship Peugeot E-3008, delivering a bold, immersive reveal that fused technology, storytelling, and audience interactivity.
The launch took place in Sochaux, France — the historic birthplace of Peugeot. To honour that legacy while showcasing innovation, we built a custom LED volume, surrounded by semi-translucent fabric that offered only fleeting glimpses of the car within. This shroud of mystery set the stage for a uniquely suspenseful reveal.
As the venue filled with automotive media and industry press, we triggered a fully interactive projection sequence. Using a lidar sensor array, we enabled guests to influence both the visual and audio landscape in real time — with movements and presence feeding dynamic projections that wrapped around the car and environment. Over the course of 15 minutes, the intensity of the experience built organically, creating a sense of collective anticipation and immersion.
At its climax, the surrounding walls lifted in a dramatic crescendo, unveiling the E-3008 for the first time within a striking CG-enhanced LED environment, designed to spotlight the car’s cutting-edge design and electric performance.
This project brought together spatial design, interactive technology, and theatrical reveal techniques to reimagine what a car launch could feel like — turning a press event into a shared emotional moment for every guest in the room.
