Renault Megane E-Tech Press Launch

In the midst of boundless nothingness, we embarked on an extraordinary 100% electric launch, unfettered by reliance on conventional electricity. We initiated this endeavor with a meticulously crafted sentence designed to give rise to an unforgettable experience. For the first time on a global scale, participants found themselves immersed in a launch event with their own vehicles. The snow-laden tunnel seamlessly transitioned into a passage through time, with the Renault Megane E-Techs assuming the role of a time machine. We set out with this sentence to create an unforgettable experience: ''From horsepower to electric power.''


Situated at Van Karabet, within a 1.4-kilometer tunnel, our studio, positioned in a challenging and cold working environment devoid of electric power, truly evolved into a remarkable launch experience tailored for the new Renault Megane E-Tech. In just one week, we builded a special tent, standing 6.5 meters high with a 20-meter radius, at the incredible altitude of 3,000 meters for this exceptional event.


The experience unfolded across three chapters along the 1.4 km tunnel, proudly named the 'time machine.' Employing over 300 lights and 12 lasers, the first chapter unfolded over the initial 1.2 kilometers, narrating the journey from 1870 to 2000. FM radio voiceovers supplemented this narrative, resonating within the cabins of the 20 Renault E-Tech cars simultaneously. The second segment featured a tunnel mapping spectacle, immersing participants in an incredibly vivid experience through over 30 projections and a special curtain to recount the story of the 'Horsepower to Electric Power' era from 2000 to 2023. In the final chapter of this incredible journey, we highlighted the regenerable green energy concept of the future. To embody this unique vision, we executed an installation featuring 10 palm trees and mirrors, symbolizing a habitable Earth.