EVENT DESIGN: SEMA 2024 Activation
"The Cube" - A Volumetric Interactive LED Display | XPEL
Overview
Awe struck by the virality of The Sphere, something new took shape for SEMA 2024. We transformed a typical booth into The Cube: an immersive, massive LED environment built to showcase automotive masterpieces & new product offerings in their own dimension. Along side brand partners from Tesla, KIA, and an incredible McLaren, we brought SEMA to life with massive visuals, interactive competitions, immersive product demonstrations, and all sorts of memorable messaging powered by Tagboard.
Challenge
SEMA is a visual onslaught. Standing out means doing more than slick branding and bringing something expensive. It demands multi-sensory engagement. Novelty. Raw power. We needed The Cube to electrify attention in a crowded show hall. It had to ceamlessly marry high-end visual design with automotive storytelling, combining Showcase product innovation from XPEL and partners under one cohesive, visually striking experience. And yes—within the imperatives of a temporary convention build.
Solution
Working closely with XPEL’s Global Events Manager and Sr. Graphic Designer, I spearheaded the development of a modular, LED-walled cube—capable of housing all three vehicles in one immersive space. My contributions included:
- Designing all motion graphics and looping video content for the volumetric LED walls
- Creating bespoke overlays, intro visuals, and branded elements tailored for McLaren, Tesla, and Kia partners
- Overseeing installation, operating real-time visual playback via Tagboard, and troubleshooting live display performance
- Managing a surprise, impromptu install competition onsite for XPEL’s new Windshield Protection Film, adding dynamism and interactive storytelling
And quietly, deliciously…DJing a hidden set from inside The Cube (an Easter egg that only the lucky few were privy to.)
Outcome
The Cube was the standout experience at SEMA 2024. It drew press attention (including XPEL’s PR coverage highlighting the Windshield Protection Film on a Tesla Model 3, new Kia concept, and immersive vehicle experiences), drove foot traffic, and created a memorable brand moment. By fusing visual immersion, real-time infotainment, product storytelling, and playful guerrilla surprise (hello DJ set!), we blurred the line between expo booth and marketing theater, elevating audience engagement and brand perception to levels like never before.
Toolset
Visual design & conceptualization using Adobe Creative Cloud combined with MidJourney. 3D design completed by vendor in SketchUp. Brand integrations, environmental graphics & space planning developed in Illustrator & Indesign. Provided on-site coordination & support, including set dressing & sourcing staging elements for display, vehicle placement, sound design, merchandising, and scent-scaping.
Next Steps
This project redefined what a booth can be, not just at SEMA, but in pop-ups, dealerships, and mobile brand activations. The bar has been raised. The only option is to push further.
MEDIA DISCLAIMER: All XPEL event images, display branding, and activation designs are the property of XPEL, Inc. and are used here for portfolio purposes. Video assets, including the event recap, were sourced from social media. Additional images or footage may be found from XPEL’s official marketing materials, website, and publicly available content sources. All rights remain with their respective owners.
If you are a rights holder and believe attribution needs adjustment, please contact me directly for assistance.
