In April 2024, we learned that Land Rover Laval and ICAR were developing a new off-road destination in Mirabel: the Defender Experience. While the track itself was designed and built by ICAR and Land Rover Laval, we were brought in to help shape one of the first things visitors would see , the entrance.
We designed the large architectural arch that welcomes guests to the Defender Experience, developing the concept in 3D and producing the renders used to bring the structure from an idea to a physical installation.Then, when the experience opened, our role expanded from design to storytelling.We covered the official opening event with photo and video production and have continued working with the Defender Experience since 2024, providing ongoing photography and video coverage for its events and activations.From the first 3D render to the latest event, we've helped document the Defender Experience as it has grown into a destination for Land Rover enthusiasts and off-road experiences in Mirabel.
HERE IS HOW WE DID IT
Before the first event, there was the entrance.We developed the concept and 3D design for the large black arch that welcomes visitors to the Defender Experience. The structure was designed to be bold, recognizable, and aligned with the Defender brand while functioning as a clear visual landmark at the entrance to the track.Our 3D renders helped visualize the final structure before it was built and installed on site.
When the Defender Experience officially opened, we were there to capture it.We provided full photo and video coverage of the opening event, documenting the vehicles, guests, driving experiences, atmosphere, and key moments throughout the day.The content gave Land Rover Laval and the Defender Experience a library of professional assets to launch the new destination across social media and digital channels.
Our involvement didn't end with opening day.Since 2024, we've continued to provide ongoing event photography and video production for the Defender Experience, covering activations and events throughout the year.By working with the experience over time, we've been able to build a consistent visual language around the destination while continuously creating fresh content for social media, marketing, and digital communications.It's an ongoing partnership built around one simple idea: if you're creating an experience worth remembering, you need content that captures it.
