Named “One of the 10 Coolest Parts” of Little Caesars Arena –Detroit Free Press
Role: Concept, Creative Director
Agency: Commonwealth McCann
Team: Joe Gielniak (CD/AD) • Tomas Vitanovsky (Sculptor)
To celebrate the partnership between two iconic brands – Chevy and the Detroit Red Wings – in the team's newly built arena, we dreamed up a possibly impossible idea.
The idea was to build the world’s largest Red Wings logo made entirely from Chevrolet parts – a convergence of wheels and Wings, and an unforgettable gift to fans.
My creative partner and I searched the world for a unicorn that could pull off such a feat. And, we found Tomas Vitanovsky, a mechanic and former motorcycle stuntman from the Czech Republic. He not only had the uncanny ability to construct intricate works of art out of discarded motorcycle parts, but also was a die-hard Wings fan. Score.
Built in a secret location, the sculpture took 700+ hours to create from start to finish. It's made of 186 individual parts from 13 different Chevrolet models, measures 9-ft. wide x 5-ft. tall and weighs 772 pounds.
Permanently located inside the Chevrolet entrance, the sculpture was named of the 10 Coolest Things to See at Little Caesars Arena. It also received shout-outs in The News Wheel, Auto Extremist, Drive Mag, Motor1, Gas Monkey Garage, GM Authority, Logo Designer and Wheels (Canada), and won a D Award in the Out of Home Category.
AN UNFORGETTABLE CHEVY EXPERIENCE
In addition to the Winged Wheel, my team and I collaborated with GM design and partner agency Jack Morton on several other unique installations. Among them, a gravity-defying Corvette display, dynamic content for a 600-foot LED jewel-skin, and a kinetic flip disc canvas that reacts to human movement.