The Business Creative devised the Mission Ferrari Show in Abu Dhabi, which recently won IAAPA’s Brass Ring Award in the category of best sports show performance.
“Ferrari is one of the world’s most powerful brands and its DNA is centered on elegance, speed, power, precision agility and balance. All of these elements are expressed in Mission Ferrari through the mediums of aerial performance, dance, 4D projection mapping, mechanical engineering and a bespoke composition to accompany the show,” says general manager, Jesse Vargas.
Jane Maguire, co founder of The Business Creative, adds: “Ferrari World Abu Dhabi wanted us to create a temporary concept that promoted a forthcoming attraction, whilst simultaneously using the show itself to take attention away from the construction zone.”
This led the team to devise a visually dramatic show that actually utilised the huge vertical space provided by the hoarding, which was screening the construction, as a stage. The team then took the unprecedented decision to use the stage to showcase a rotating replica Ferrari F430 and then threw in a team of world-class acrobats performing gravity-defying stunts for good measure.
“We decided to embrace rather than hide the construction,” says Maguire. “Ferrari World Abu Dhabi insists on the very highest production standards in everything it does, and the show had to meet those standards.
“We used cutting edge projection technology to create mapping with aerial artists, a dramatic soundtrack and jaw-dropping special effects,” adds Maguire.
“We knew we needed to collaborate with specialists in concept development, projection mapping, aerial choreography, set design and Ferrari World’s own operational teams, if we were going to pull it off.”
She concludes: “It all came together and worked brilliantly and the show won an industry award. What more could we ask for?”
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