JohnDeere Space | CASAzeroCINCO

Machine Show — John Deere Space
Client: John Deere
Agency: Esfera
Video Production Company: CASAzeroCINCO
Executive Producer: Cristiano Vaz
Director: Tiago Galan
Post-Production Assistants: Daniel Weishof and Aquiles Kauê

Front Room Team
Presenter: Daniel Dottori
Audiovisual Vendor: Projetech
André Nicolau: General Direction / Script / Art Direction
Fernando Tapajos: Script / Content
Diego Morais: Script
Dagoberto Delatorre: Stage Director
Tati Velasque: Content Management
Leandro Ferreira: Technical Director
Chia Rodrigues: Scene Direction
Diego Marcos: Lighting Designer
Thiago Castellano: Music Director
Luciana Lopes: Script
Felipe Fuentes: Content Assistant
Daniel de Almeida: Actor

Technical Team
Beto Neves: Dolby Atmos
Ortiz: Audio Technician
André Grande: Video Technician
Marcos Gonçalves: DTV
Diogo Terra and John: Laser Designers
Sandro: Video Technician
David: Audiovisual Coordinator
Gabriel Brandalize: General Coordinator
Rodrigo: Backstage Assistant
Thiago: Backstage Assistant
Rafael: Lighting Technician

For John Deere Space 2025, I developed the audiovisual graphic package for the event’s main screen—an ultra-wide canvas (around 50m x 10m) that demanded clarity, scale, and constant visual momentum. Working from the official briefing, the challenge was to translate a huge volume of launches into a system that stays readable from distance while still feeling premium and cinematic. John Deere positioned the Space as its largest launch event ever, built across 40,000 m² and featuring 15+ new products. My process combined design and motion as one: establishing a typographic hierarchy and grid for extreme aspect ratios, designing modular animation behaviors, and iterating versions to ensure consistency across different segments of the program. Beyond the visuals, the scale of the experience shaped every decision: content had to “land” instantly, guide attention, and keep rhythm across a show format—supporting a large audience over multiple days.