Lamborghini Urus

Launch event
Sila Sveta in partership with Departáment agency presented the new Lamborghini Urus
to the Russian audience, having set a new benchmark in the industry of multimedia shows.

On February 15, 2018 the world's first Super Sport Utility Vehicle from the legendary Italian manufacturer was introduced in the Museum of Moscow. For the main show Sila Sveta presented a unique mix of multimedia technologies, including projection on kinetic surfaces suspended on winches. The creative visual content of the show was seamlessly connected with the technical part reflecting the approach of Lamborghini engineers to the creation of Urus.

Taking the best from the DNA of the brand: speed of Miura, design of Countach, cross-country ability of LM002, Lamborghini masters created something radical – the world's first Super SUV Lamborghini Urus. Taking the best from the multimedia industry, Sila Sveta applied its competence to a number of latest technologies and combined many elements into a single dynamic frame of the presentation. As a result, we delivered something radically new, a show everyone watched with eyes wide open.

It was the first time when we worked with a 3D projection on volumetric arrays controlled by kinetic winches. The main technological innovation of the show was a specially developed software algorithm that calculated the movement of all 56 light triangles: for this purpose, we used data obtained directly from the design software.
During the show, each of the elements from the array of LED triangles independently moved in space forming polygonal three-dimensional figures for projection mapping. The technological concept of the show was fully developed and implemented by Sila Sveta experts. The show was controlled with the Disguise 4x4pro and TouchDesigner multimedia servers running specially developed software.
The perspective and the viewing angle were taken into account when creating video content so that all the involved surfaces – kinetic arrays, rows of concrete columns and a screen on the background – formed a striking conjoint picture for the viewer.
Show and Art Director: Daniil Kutuzov
Creative Director: Alexander Us
Producer: Nikolay Nebolsin
Photography: Andrey Buzin

Agency: Sila Sveta