Once a year, Johnnie Walker Black Label holds a party and press conference for 1,000 distinguished guests to coincide with the Shanghai Formula One GP. Liquid impact was contracted to manage this event. Inspired by a Johnnie Walker TV commercial featuring Fernando Alonso and the MP4-21 on an aircraft carrier, we made it our mission to build a full-scale, model aircraft carrier to stage the event. The carrier was built on the riverside of the Huangpu River, between Shanghai’s Puxi and Pudong skylines. In doing so, Liquid Impact created for guests and spectators across the river the illusion of being on an actual aircraft carrier in the middle of Shanghai’s most impressive and renowned landscapes.
For the event’s climax, Liquid Impact coordinated a massive fireworks display to occur simultaneously with a live concert performance. This moment made for an unforgettable experience and photographs.
The massive scale of the production alone made the event a challenge to manage. Together with the unexpected arrival of Typhoon Rosa, which postponed the event and required the carrier to be dismantled and reconstructed one month later, the affair was a successful test of Liquid Impact’s limits and character.
