RIVIAN during Frieze Los Angeles
OVERVIEW
RASA presented the creative concept to Rivian in advance of Thrill City and executed dual activations designed to fuse art, performance, and brand innovation. During Frieze Week LA, the live-painting of a golden Rivian R1S by PunkMeTender served as a cultural launchpad for the brand collaboration.
In the main festival, Rivian entered as the exclusive automotive partner of Thrill City, showcasing the newly-launched R1S with high-performance “Launch Mode” tech (0-60 mph in approx 2.6 seconds) that mirrored the adrenaline of roller-coasters.
RASA curated the full guest journey: influencer test-rides in the R1S, valet service for VVIP guests/artists, registration software integration for test-drive sign-ups, live brand activations, and a mobile art-car that traveled from Hollywood to Six Flags.
HIGHLIGHTS
- Live art-performance by artist PunkMeTender painting a golden Rivian R1S during Frieze Week LA.
- Festival activation at Thrill City with over 7,000 attendees, 15 DJs, 3 stages, 6 roller-coasters and immersive installations.
- Rivian R1S featured in “Launch Mode” demonstrating brand performance: 0-60 mph in ~2.6 seconds.
- Influencer program: 20 influencers booked for test-drives, live recordings, branded content inside the R1S.
- Guest registration & software integration: attendees had on-site sign-up for test drives via custom event software.
- VVIP valet service and seamless logistics for artists and brand-partners curated by RASA.
- Mobile art-car travel: the branded R1S art car drove from Hollywood to Six Flags as part of experiential journey.
IMPACT
- Positioned Rivian not just as an EV manufacturer but as a cultural brand, aligning with art, music and high-thrill experiences.
- Created meaningful influencer and content-creator reach—leveraging test-drive experiences and festival footage to amplify brand messaging.
- Delivered a memorable brand experience that linked vehicle performance (Launch Mode) with festival adrenaline and emotional engagement.
- Strengthened partnership value for Rivian through high-visibility festival presence, boosting brand recognition among younger, lifestyle-driven audiences.
- Demonstrated RASA's capacity to execute complex brand activations across art, vehicle, festival and influencer ecosystems, building runway for future high-profile collaborations.
- Enhanced attendee engagement via integrated digital registration and experiential touch-points, creating measurable leads (test-drive sign-ups) for Rivian.
- Positioned Thrill City as a premium platform for automotive brand storytelling, opening the door for future sponsorship activations with similar scale.
