I was responsible for the creative direction of this project during my time at Innoarea Studios, where I led the concept development and planning of an immersive digital campaign for the launch of the new Cupra Terramar, in collaboration with 14 AGENCY. Timed with the America’s Cup in Barcelona, the goal was to create a dual experience that connected digital and physical audiences in a cohesive and memorable way.

The first activation was a 360-degree Instagram filter that allowed users to virtually explore the Terramar on Barcelona’s iconic beach. This gave people the chance to walk around the car and interact with its design from anywhere in the world.

The second experience took place onsite at Barceloneta Beach, where a physical cube installation came to life through augmented reality. By scanning a QR code, visitors could transform the cube into a giant digital fish tank containing a full-sized Terramar.

The result was a bold and immersive campaign that expanded the model’s visibility and positioned Cupra as a leader in automotive design and digital storytelling.