Your product launch gets exactly one first impression
SHOOTA is a Munich studio that stages product launch events and world premieres for brands, from premium car makers to machine builders. Storyline, show content, media playout and show operations come from one team. In 2024 we built the world premiere of the BMW i5 Touring at BMW Welt in Munich.
A world premiere only works once. When the cover drops, the moment is either there or gone. At the Volkswagen Group's Group Night in Shanghai, five brands shared one stage, and the moment was there.
So far, most of what we have unveiled had wheels: cars, concept vehicles, a Fendt tractor. The craft is the same for a machine, a new device or a watch. You get one first impression, and it has to hold in front of press and dealers.
Reveal show
World premiere on stage
The night before the Geneva Motor Show, 1,200 journalists and industry VIPs came to the Volkswagen Group's Media Night. Concept vehicles had their world premiere on the main stage. The CEO's presentation, the media playout and the show production were ours.
At the Media Night in Geneva, the whole room was part of the show. A realtime presentation on the LED wall steered the lighting, under a generative LED ceiling. The evening won a German Design Award 2019 (Special Mention), and the guests stayed until four in the morning.
Several brands on one stage is the harder version of a reveal. At the Volkswagen Group's Group Night in Shanghai, five group brands shared one evening and one world premiere. We built it so five signatures hold together.
At the Geneva Motor Show, every brand fights for the same glance. For the world premiere of Škoda's vision car, we ordered the content across five media panels. The eye landed on the cars and the CEO.
Show Content System
Installation
A world premiere people can walk into
The BMW i5 Touring had its world premiere as a room people could walk into. In 2024 we built the installation at BMW Welt in Munich. More than three million people visit BMW Welt every year.
Around the BMW i5 Touring stood a timber sculpture and eight LED steles. They staged every driving mode the car offers. The modes had to look artistic and stay technically correct, so idea, design and production management stayed with us.
Six people built the i5 Touring installation in five weeks. It then stood at BMW Welt for four weeks, open to the public.
Pre-launch
A pre-launch your guests film themselves
200 creators saw the new Volkswagen T-Roc before the world did. In 2025 they came through Munich Airport over ten days, in groups of 20. After a closed-room premiere, they filmed their own content with our AR app at the real car.
AR is hardest next to the real product. At the T-Roc pre-launch it ran on the iPhone at the real vehicle, down to the three drive variants under the bonnet. Apple Vision Pro ran in sync, and a team of six built it all in ten weeks.
For the launch of the Fendt 300 Vario, augmented reality showed the audience what is inside the tractor. People got to marvel at a working machine the way they would at a sports car.
Interactive Exhibit Package
Broadcast
A product launch for the camera
Some launches only happen on screen. Volkswagen presented the Tiguan Allspace to the press as a virtual product launch, from a studio in its Wolfsburg plant. The studio was small, so we built every shot for the frame, and the SUV filled the picture.
From BMW Welt in Munich, we ran a live show for an audience at home. It was directed like a TV programme and staged for exactly that channel.
A broadcast gets one take. At the Volkswagen Group's Power Day, augmented reality carried the electric strategy through two and a half hours, live from the Autostadt in Wolfsburg. We built it in four weeks, and on the day of the broadcast Volkswagen AG's market capitalisation rose by 2.5 billion euros.
Any industry
For brands in any industry
A vehicle premiere and any other product launch are the same discipline: one first impression, in front of press and dealers. Outside the car industry, SHOOTA has worked for AGCO Fendt, KUKA, PALFINGER and ALLPLAN. At BAU in Munich, ALLPLAN's stand brought in twice as many qualified leads as the year before.
If your industry is new to us, start with an Experience Discovery. It takes about a week and starts at €3,000. You get two to three idea directions and a recommendation with a rough budget range.
Experience Discovery
FAQ
FAQ
SHOOTA in Munich. We build the storyline and the show content, run the media servers and handle show operations and live direction on site. At the Volkswagen Group's Media Night in Geneva, the CEO's presentation, the media playout and the show production were ours, in front of 1,200 journalists.
Yes. A vehicle premiere and your product launch need the same craft: a storyline, a reveal and a show that runs on cue. Outside the car industry we have worked for AGCO Fendt, KUKA, PALFINGER and ALLPLAN.
For the launch of the Fendt 300 Vario, we built a show with augmented reality that showed what is inside the tractor. Creative direction, media design, realtime content and show operations came from us.
Yes, we have built both sides. The Media Night in Geneva played to 1,200 guests in the room. For the Volkswagen Group's annual press conference, we have delivered realtime graphics and show operations four times since 2021, in front of press and cameras.
Our Show Content System starts at €45,000 and takes 6 to 12 weeks, from dramaturgy to live operator. The installation for the world premiere of the BMW i5 Touring took a team of six five weeks. An Experience Discovery from €3,000 gives you a rough budget range in about a week.
SHOOTA is assessed under TISAX Level 3, including prototype protection for events and shoots. We sign an NDA on every project, and only people who need your data get access.
Venue, event technology, catering and guest management come from partners or from your event agency, and we work with it as equals. Our part is the show itself: concept, dramaturgy, media design, content, software and operations. At the Media Night in Geneva, that was the CEO's presentation, the media playout and the show production.