Unboxing post-event "Sizzle" reel
The Problem: Launching OnStar’s new features required a high-impact, engaging experience to capture and sustain audience interest in a crowded digital space.
The Solution: A large-scale, live unboxing event that blended experiential design and storytelling, leveraging AOL's network to generate over 700 million views and immerse users in the brand.
The "Unboxing" event for OnStar was one of the most ambitious and exciting projects I’ve led as a Digital Creative Director. Collaborating with AOL, we launched a massive live media event that harnessed the scale of AOL’s network, achieving over 700 million views—a testament to the event's broad appeal and strategic impact.
The core challenge was to create a launch experience that would captivate audiences, convey the technological marvels of OnStar’s new features, and generate genuine excitement around the brand. This required thinking beyond traditional marketing methods and designing an immersive, multi-sensory event that could hold people’s attention in a crowded digital landscape.
In San Francisco and Boston large boxes appeared with a street team asking people to guess what new technology was hidden inside.
My solution was to craft an "unboxing" spectacle on a grand scale. The concept of unboxing—a familiar and engaging digital trend—was elevated to a full-scale, broadcasted event. I directed the creative strategy to turn the launch into an experiential story, where viewers could discover OnStar's features in real time. We emphasized live interaction and dramatic reveals, transforming what could have been a standard product announcement into a moment that felt both personal and monumental.
From the production side, I coordinated with multiple teams to ensure every aspect of the user experience, from visuals to messaging, was meticulously planned and seamlessly executed. The event's success hinged on aligning interactive elements with our storytelling goals, making sure viewers stayed engaged and left with a lasting impression of OnStar’s innovative capabilities
The Unboxing Live Event in San Francisco
Overall, the "Unboxing" event demonstrated the power of experiential design and live media to amplify brand stories. It wasn’t just about showcasing features; it was about creating a shared experience that resonated deeply and expanded OnStar’s reach exponentially. This project exemplifies my commitment to crafting engaging, audience-centered digital experiences that drive massive impact and engagement.
