Case Study
Wednesday 14/07/2021 |

Kia Times Square takeover

Kia Times Square

Automaker Kia supercharged the launch of its all-electric EV6 crossover vehicle with a nighttime unveiling to attendees in New York City’s famous Times Square. The EV6 marks the US debut of Kia’s Plan S strategy to roll out 11 new electric models in the next five years.
In this case study you will see how Chicago-based live experience company Centerstage Global, together with Event Producers Gail & Rice, used the Disguise Designer software to help Kia light up six city blocks in Manhattan with its “Charge the City” vision of an electrified future.

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LED video screens in Times Square


city blocks surface covered by LED content


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YouTube views

The challenge

One of the main requirements was the need to create a flow of content between and over the various buildings’ LED displays. Understanding that physical spacing in relationship to how the creative direction was going to be achieved was a big task for the team. And the only way to do that was in an actual 3D model in the Disguise Designer software.

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The solution

Once on site and viewing the size and scope of the various screen surfaces, Fujimura knew that creating a 3D model in Designer was the best solution. The producers at Gail & Rice agreed: “They said ‘the only way we can do this is to pre-vis, and the only way to pre-vis is in Disguise’,” he recalls.

What made Disguise such an essential part of this process was that it’s such a great tool to visually communicate with. It was really [our common language]. Kia’s senior management was in Southern California and in Korea, and with such a diverse and global group, working visually was the only way to convey our ideas.
Troy Fujimura

Head of Design and Production, Centerstage

Equipment
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Credits
Producer: Gail & Rice
Executive Producer: Kathleen Doroan
Content Management: Jonathan Moore and Janae Ely
Content Creation: Fivestone Studios
Project Lead: Traylor Woodall
Technical Production: Centerstage Global
Screens Technical Production: Troy Fujimura
Technical Director: Bruce Holland
Lighting Design: John Miller