FIAT 500 Launch Event

FIAT's triumphant return to the United States began with the brand and product launch of the FIAT 500. The launch event included a three-day brand and product exhibition at Vibiana, a deep dive product drive experience in the Dodger Stadium parking lot, and a party at the first flagship store in Downtown Los Angeles. Led the pitch creative development for the overall concept and a preliminary run of show. Many of the proposal activations carried over into the final event execution.

FIAT transformed Vibiana in Dowtown Los Angeles into a brand showcase for its FIAT 500 Launch Event and reintroduction of the brand to the United States.

Six galleries told the FIAT 500 story, including brand positioning, demographics and target audience lifestyle, heritage, engineering, customization and fun to drive.

The marketing persona re-imagined in 3D and full living color.

FIAT executives, new dealership principals, media and other VIPs filled Vibiana in Downtown Los Angeles, many seeing and driving the re-introduced flagship for the first time.

Installations transformed Vibiana into a FIAT studio showing off its past and present while creating excitement for its future.

How many ways can a FIAT 500 be customized? This fun art installation composed of 500,000 holes provided an eye-catching and memorable answer.

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