LLumar is a global automotive film brand specializing in window tint, paint protection film, and vehicle surface protection solutions. Exotics on Broadway is a large-scale automotive event held in Monterey, California, during Monterey Car Week, bringing together exotic and supercars, automotive brands, enthusiasts, and creators.
Project Summary
For Exotics on Broadway, we created The LLumar Studio—a premium, social-first brand experience designed to connect LLumar with the supercar community in a way that felt natural, interactive, and worth sharing. The activation combined experiential design, product education, audience participation, influencer content, and social engagement into one connected brand experience.
The Challenge
The goal was simple: build LLumar’s credibility within car culture by showing up where its audience already was.
Rather than creating a traditional branded booth, we wanted to give attendees a reason to stop, interact with the products, participate, and share the experience.
Social Meets Experiential
The experience extended beyond the physical space. Influencer content was built into the activation from the start, helping generate pre-event hype, drive people to the LLumar booth, capture the energy of the event, and create social content that could live beyond the event itself.
Working with automotive creator Supercar Ron, we connected the on-site experience with real-time social storytelling—turning the booth into an active content engine rather than a static brand presence.
My Role
Creative Direction / Experiential Design / Brand Experience
As Lead Designer, I helped shape the activation from concept through execution—translating LLumar’s visual identity into a physical experience built specifically for the automotive community. My role covered experience concepting, art direction, booth and environmental design, spatial branding, interactive touchpoints, signage, leaderboard and giveaway mechanics, branded collateral, production-ready creative, vendor coordination, and visual direction across the influencer and social content ecosystem.
I also worked across creative, production, social, influencer, and client teams to make sure the physical experience and digital storytelling felt like one cohesive LLumar experience. The project scope included production planning, vendor sourcing, booth activation, lead-gen setup, and alignment around the content shot list and day-of coverage.
Design Approach
Premium. Performance-driven. Social-first.
The visual system leaned into LLumar’s black-and-red identity, using bold branding, illuminated details, automotive imagery, and clean product-focused displays to create a footprint that felt at home alongside some of the world’s most desirable cars. Interactive elements were intentionally designed to be simple, visual, and shareable—giving attendees something to do, not just something to look at.
The Outcome
A brand activation designed to work on multiple levels:
Experience → Interaction → Content → Awareness
The LLumar Studio transformed a physical event footprint into a platform for brand engagement, product discovery, social participation, lead generation, and creator-led content—helping LLumar become part of the car-culture conversation rather than simply advertising to it.