Project Overview
Debuted at the Paris Motor Show, “Why Not Now?” was SEAT’s first-ever voicebot installation. Rather than focusing on the car, the installation initiated a personal conversation with visitors, asking what experiences they wanted in life, and what might be holding them back.
Set inside a custom-designed mirror booth, the interaction was visualized through responsive, jellyfish-like animations that reacted to each answer. The result was a self-reflective, emotionally driven experience that connected visitors to SEAT’s brand purpose in a completely new way.
My Role
Creative Lead: Concept, Narrative & Experience Direction
I developed the creative concept and led the narrative, interaction and experience direction, guiding multidisciplinary teams across spatial, digital and production elements.
Responsibilities
Strategy
Defined the conceptual and emotional foundation of the experience.
Identified themes around self-reflection and personal mobility.
Established the interaction principles and narrative intent driving the voicebot experience.
Creative Direction
Led creative direction for spatial design, interaction design, sound, motion and voice approach.
Scripted the full conversational dialogue and smalltalk using Dialogflow for natural language flow.
Guided the visual direction of reactive animations to reinforce the reflective nature of the experience.
Production Direction
Collaborated with spatial designers, developers and sound designers to ensure all elements aligned with the concept.
Reviewed prototypes, booth designs and interaction builds for integrity and quality.
Supported installation preparation and onsite creative alignment.
Impact
Delivered SEAT’s first-ever conversational installation at a major automotive event.
Created a standout, emotionally memorable experience built on self-reflection rather than product features.
Strengthened SEAT’s brand voice as human-centered and purpose-driven.
Awards
FWA of the Day: SEAT “Why Not Now?”
Awarded by FWA · Jan 2019
Awarded by FWA · Jan 2019
