Named after the iconic Autódromo de Sitges-Terramar—a historic race circuit near Barcelona—the CUPRA Terramar marks the brand’s bold entry into the dynamic world of sports-oriented SUVs. Designed to merge the everyday practicality of a sport utility vehicle with the thrill of performance and driver engagement, the Terramar exemplifies CUPRA’s unique vision: functionality meets fierce driving passion.
The vehicle made its grand debut during the prestigious America’s Cup in Barcelona, a fitting stage for such a momentous launch. To match the ambition behind the Terramar, CUPRA partnered with acclaimed Spanish filmmaker J.A. Bayona, who directed a cinematic piece that introduced the car in spectacular fashion.
But we didn’t stop there.
We wanted the World Premiere of the Terramar to be as groundbreaking as the vehicle itself. So, we broke convention and made history by hosting the very first movie premiere for a CUPRA car.
That’s right—the Terramar wasn’t just revealed; it premiered on the big screen, inside an IMAX theater.
Complete with cinema tickets, a red carpet, celebrities, popcorn, and of course, the evening’s headliner—the CUPRA Terramar—the event blurred the lines between automotive launch and Hollywood spectacle.
J.A. Bayona’s film brought the CUPRA spirit to life, highlighting the brand’s deep connection with competitive sports and the relentless pursuit of excellence, much like the America’s Cup itself. As CUPRA’s Brand Ambassador, Bayona expressed how the project aligned with his personal values—celebrating ambition, emotional storytelling, constant self-improvement, and pushing creative boundaries. All of which mirror the bold ethos that drives CUPRA forward.
Even before the World Premiere began, we were already building anticipation. In the middle of Barceloneta Beach, we placed a striking cube featuring the message “There’s no second” and a QR code. Through augmented reality, people who scanned the code could see the silhouette of the CUPRA Terramar floating inside the cube—an immersive, futuristic teaser.
Once the car was officially unveiled, the AR experience transformed. The silhouette gave way to a detailed 360 3D view of the Terramar, allowing people to explore its design and features in real time.
To make the experience accessible worldwide, we also launched an Instagram version of the AR filter. This allowed users everywhere to virtually place the cube in their surroundings and witness the Terramar floating inside—bringing the excitement of the Barcelona launch to a global audience.
Like any major film, the CUPRA Terramar launch got a proper movie-style rollout. We created a poster and did wild postings across Barcelona, with a QR code linking to the World Premiere livestream. People could watch the reveal and the film firsthand. A few days before the event, we also released an epic trailer on CUPRA’s channels, inviting everyone to tune in and experience the excitement.
To cover the World Premiere of the CUPRA Terramar on our social media channels, we collaborated with two dedicated hosts—one for Instagram and one for TikTok—each tailored to fit the unique tone of the platform. On Instagram, we adopted a more polished and refined approach, presenting the event with a cinematic feel and a focus on storytelling. Meanwhile, our TikTok coverage embraced a more playful and spontaneous tone, with our host engaging directly with the crowd, exploring the atmosphere around the venue, and capturing fun, candid moments on the streets of Barcelona.
Throughout the event, we captured a wide variety of engaging content designed to bring the audience into the experience. We filmed guests as they arrived at the venue in their CUPRA vehicles, walking the red carpet in true premiere style. Behind-the-scenes footage gave followers an inside look at the preparation and excitement building up before the main reveal. Popcorn was handed out both inside the IMAX theater and outside to fans who came to watch the livestream, creating a shared cinematic experience for everyone—whether they were inside the theater or watching from afar.
We also conducted interviews with CUPRA brand ambassadors, who shared their thoughts on both the film and the new Terramar, offering real-time reactions and insights. One of the standout moments was an exclusive GoPro view from inside the Terramar itself during its first public appearance, giving fans a unique and immersive perspective that made them feel like they were right there in the car.
Together, these elements created a rich and immersive coverage that not only documented the event but brought the excitement and energy of the World Premiere directly to our global digital audience.
At movie premieres, there’s always a VIP guest list—and for our Social Media World Premiere coverage, our VIPs were the most dedicated CUPRA fans.
We handpicked 50 users who had been highly engaged with us over the past few months—liking, sharing, commenting, and showing true passion for the brand. A day before the premiere, they each received a special digital “VIP GUEST” badge, welcoming them to an exclusive experience.
These fans were added to our Instagram Close Friends list, giving them early access to behind-the-scenes content, sneak peeks, and special footage from the event—shared on Stories and posts before it was made public.
Following the premiere, we posted a recap that also explained the Close Friends initiative, highlighting how active engagement with CUPRA can lead to early access and exclusive content. It was a way to celebrate our community and encourage future interaction from fans who want to be part of the next big moment.