As part of a broader support brief for an agency, I was engaged to help develop an activation concept for the all-new Geely STARRAY. The idea centred on an exclusive, invite-only experience at a premium resort in Byron Bay. Across the event, guests would take the STARRAY on curated drives along Australia’s east coast—designed to showcase the vehicle’s advanced technology, comfort, and versatility in real-world conditions.

To extend the impact of the launch, we also developed a complementary activation in the Sydney CBD, providing media, influencers, and VIP guests with a secondary opportunity to explore the STARRAY’s features in an urban setting.