Sixteen marques, a decade of auto shows, and a lot of national roadshows.
THE BRANDS
Performance and production work for:
Volkswagen · Ford · Mazda · Subaru · Land Rover · Lexus · Buick · Lynk & Co · Chery · Haval · BAIC · JMC · Jiangxi Isuzu · ORA · Haima · CMC
Some of that is documented year by year: Ford’s national roadshow in 2016, Chery’s in 2016 and again across 2018, JMC in 2017, Subaru in Zhengzhou in 2018, Mazda and BAIC Senova in 2018, Lynk & Co in Zhengzhou, Volkswagen’s new-vehicle launch in 2017. Chery contracted us for a full national touring season.
WHAT WE ACTUALLY DO AT AN AUTO SHOW
Most of our automotive work is stand performance — the choreographed sets that run on a manufacturer’s stand through the open hours of a motor show or a roadshow stop. It is a specific discipline and it has almost nothing in common with a gala segment:
It repeats. A stand set runs six, eight, ten times a day across the run of the show. Choreography has to be built for performers who will dance it again in forty minutes, not for a single peak.
The car is the client. Formations frame the vehicle and clear its sightlines. Nobody stands where a badge, a grille or a light signature needs to be visible, and nothing moves through the shot a photographer has waited for.
The audience is standing, moving, and three deep. There are no seats and no sightline plan. The set has to read from every angle, from above on a mezzanine, and from the back of a crowd.
It is filmed constantly — by press, by the brand, and by every visitor with a phone. That is the point of it.
LAUNCHES AND REVEALS
We also produce vehicle launch events, which is a different job: a build, a reveal beat, and a room that has been brought there specifically to look at one car.
Launch work we have delivered includes Volkswagen (the Beetle in 2012, the C-TREK across three Henan cities in 2016), Buick in Zhengzhou, Land Rover in Xinyang, Lexus in Zhengzhou, BAIC’s D50 across three regions, and JMC launches in Wuhan, Beijing and Shanghai.
For a reveal we work the sequence in three phases — restraint before the cover comes off, the unveil itself, then an engagement loop that gives cameras and guests something to do while the room moves toward the car. The staging protects the product silhouette throughout, and the handoff to the MC is rehearsed rather than hoped for.
MULTI-CITY ROADSHOWS
A large share of our automotive work has been 全国巡展 — national touring programmes where the same stand set plays city after city over weeks or months.
That is a logistics discipline as much as a creative one. It means consistent performance quality across venues that are never the same shape, fast resets between stops, wardrobe that survives a season rather than a night, and managing performer fatigue across a long run. It also means a fixed cast, so the set does not need re-teaching at every stop.
Chery contracted us for a full national touring season. Ford, JMC and Isuzu roadshows ran the same way.
WHAT WE NEED TO KNOW
- The cities and the dates, including how many stops and over what period
- The stand or venue — dimensions, height, floor loading, power, and whether there is a stage or just floor
- Show hours, and how many sets per day you want
- Whether it is stand performance, a launch, or both
- The vehicle — what has to stay visible, and what is under embargo before reveal
- Brand guidelines for wardrobe and styling
Planning an auto show, a roadshow or a launch in China?
Tell us the cities and the dates. We will tell you what it takes.
More from ING
- Our Work → Hunan Satellite TV 华人春晚
- Performances → Chinese Acrobatics 杂技
- Services → Casting Chinese Performers for Film & Television