Project Overview
With in-person events off the table, NIO needed a compelling way to announce its European expansion. Together, we created a virtual press launch combining live Q&A sessions with pre-recorded presentations, celebrating the electric carmaker’s arrival in Norway, the country with the world’s highest EV market share.
Filmed across multiple locations, the event unified NIO’s brand world through cohesive art direction, storytelling and experience design. The virtual format enabled global journalists and stakeholders to participate in real time, making the launch both scalable and immersive.
My Role
Creative Lead: Strategy, Concept & Experience Direction
I helped define the creative vision and narrative direction of the virtual launch, guiding cross-disciplinary teams across concept development, visual language, storytelling and production alignment.
Responsibilities
Strategy
Shaped the narrative framework for NIO’s European expansion story.
Identified themes around innovation, community and EV leadership.
Defined experience principles and tonal direction for the virtual format.
Creative Direction
Led the creative concept for the full broadcast experience.
Guided art direction, scripting, visual language and interaction moments.
Ensured all segments, live and pre-recorded, felt cohesive and distinctly NIO.
Production Direction
Worked closely with film, live-event and technical teams across multiple locations.
Safeguarded creative integrity during filming, editing and stream development.
Supported run-throughs, reviews and stakeholder alignment across all production phases.
Impact
Delivered a globally accessible virtual launch for NIO’s entry into Europe.
Enabled journalists and stakeholders worldwide to attend in real time.
Strengthened NIO’s brand presence through cohesive, premium storytelling across all segments.
