Lisa Wrake | Experiential ECD
Honda Dream Scenes. Goodwood Festival Of Speed | 2025
A live XR film set that turned Goodwood Festival of Speed visitors into the stars of their own Honda blockbuster. Nominated for 2 Campaign Experience Awards
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For Goodwood Festival of Speed, Honda wanted to create a stand that could cut through one of the busiest, most visually competitive environments in the live events calendar.
Rather than treating the space as a static product showcase, we reimagined it as a working film set, designed to bring Honda’s spirit of performance, imagination and movement to life through participation.
The result was Dream Scenes: an immersive, content-led experience built around the festival’s first public-facing XR studio, where visitors could step into cinematic worlds, interact with Honda products, and create their own shareable movie moments.
The idea
At the heart of the project was a simple thought:
What if fans didn’t just visit the stand, but became the hero of the story?
We build from the Honda positioning the 'power of dreams' with a creative direction that drew from the visual language of blockbuster filmmaking, with bold set design, stylised environments, stunt-inspired interactions and a series of activations designed to feel part film trailer, part fan experience and part content engine.
This wasn’t just about spectacle. It was about creating a world people wanted to step into, and more importantly, one they wanted to film, share and return to.
The experience
The stand combined high-impact scenic design with a suite of UGC-driven activations that encouraged visitors to actively participate rather than passively observe.
At its centre was a fully functioning XR stage, an ambitious technical and creative build for a live public event, especially within the context of a busy outdoor festival site. Guests could select from 3 immersive worlds and film their own unique Honda Dream Scenes trailer.
Around it, the wider stand environment took cues from film sets, cinematic staging and playful visual storytelling to create a space that felt instantly ownable and culturally legible.
The result was a stand that consistently drew attention, generated long queues and became one of the most talked-about destinations across the festival weekend.
My role
As Creative Director, I developed the original concept with a small internal team and then expanded that thinking into a broader multidisciplinary delivery model.
That meant building and directing a wider creative team that included:
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XR and Unreal specialists
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traditional illustrators
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AI creatives
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technical design and production experts
A large part of the role was ensuring the creative ambition remained intact as the project moved from concept into something physically and technically complex, particularly in delivering what was effectively a live event first: bringing a fully realised XR studio into a public festival environment.
This was a project that demanded both imaginative world-building and close collaboration with technical and production teams to make sure the idea didn’t lose its magic in execution.
Outcome
Dream Scenes gave Honda a genuinely differentiated presence at Goodwood, combining product storytelling, audience participation and cultural relevance in a way that felt both contemporary and highly shareable.
The experience delivered strong audience engagement on site and a measurable uplift in brand perception, with:
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60% of non-Honda drivers saying their opinion of the brand improved
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45% saying they were more likely to consider Honda for their next car
More importantly, it proved that Honda’s brand platform could be translated into something people didn’t just see, but actively stepped into and experienced for themselves.
“Thank you to you and the amazing Jack Morton team. You truly made our brief a reality, bringing the magic of the movies to Goodwood and delivering a joyful showcase of ‘How We Move You’.”
Laura Fountaine, Head of PR, Events & Corporate Affairs
