Alpine

A290 Reveal x La Horde

Full graphic direction and visual content for the Alpine keynote at the 24 Hours of Le Mans. Six distinct universes over one hour.

00 · Overview

For the launch of the new Alpine A110 and A290 vehicles at the 24 Hours of Le Mans, we had the opportunity to design the entire graphic direction and create the visual content for the keynote. Over the course of more than an hour, the audience was immersed in a unique experience, featuring six distinct universes.

Each segment was carefully crafted to reflect Alpine's strong identity and innovation, while showcasing the performance and design of the vehicles.

We developed a seamless visual narrative, where each universe was offering an immersive dimension through impactful graphic animations, 3D projections, and branded visual elements. These visuals were intricately synchronized with the choreography of the dance troupe La Horde, adding another layer of dynamism and enhancing the overall experience. The goal was to captivate the audience by creating a spectacular and cohesive atmosphere that highlighted the brand's values: precision, sportiness, and luxury.

The challenge was to maintain a smooth rhythm and cohesion between the different universes while enhancing key moments of the show, such as the vehicle presentations and the integration of strategic messages for the launch.

Designing the Show Before It Existed

To ensure perfect control over the creative and technical execution, our team built a full real-time previsualization of the entire show in Unreal Engine. Every camera movement, lighting cue, choreography timing, and projection mapping was simulated with millimetric precision. This digital twin of the final setup allowed all departments — from light design to stage direction — to collaborate in a single interactive environment.

The result: a seamless transition from virtual to real, where the on-site show matched the previs with uncanny accuracy. This approach not only optimized production time but also allowed Alpine and La Horde to visualize and fine-tune every scene weeks before arriving at Le Mans.

Merging Visual Art and Performance with La Horde

The collaboration with La Horde, known for their avant-garde and physical approach to choreography, brought a powerful human dimension to the visual storytelling.

Working hand-in-hand with the dance company, we designed motion-reactive visuals that complemented each movement — enhancing the dialogue between body, light, and projection.

Our goal was to make the performance and visuals feel inseparable, with animation and choreography breathing together in perfect sync. This creative synergy became one of the show's most distinctive features, amplifying Alpine's identity through a blend of emotion, energy, and innovation.

Behind The Scenes

Behind the spectacle lay months of intense preparation — from motion capture and stage mapping to the real-time pipeline linking Unreal Engine, lighting, and projection systems.

Our BTS footage reveals the process of transforming digital concepts into a tangible, live experience. Every test, render, and calibration reflected our obsession with detail and timing precision.

This backstage work embodies our philosophy: merging technical mastery with creative vision to deliver flawless live moments that resonate far beyond the screen.