MAX | Immersive Documentary is a live audience experience for Wheels America built around a clear story, a focused interaction model, and a memorable visual world.
The work was developed with Groove Jones for Wheels America, keeping strategy, craft, production, and delivery connected from the first idea through final output.
My role was to direct the immersive documentary around presence: speed, proximity, and the human stakes inside the racing world. I helped shape the experience strategy, art direction, and edit so the format felt visceral without losing the story.
The project sits across creative content, experiential, technology, so the solution had to work as both a strong creative read and a practical system people could understand quickly.
I focused on the decisions people feel before they notice them: hierarchy, pacing, interaction rhythm, image language, and the small details that make the work feel finished.
The result is a immersive experience that makes MAX | Immersive Documentary feel clear, memorable, and built for the audience it was meant to reach.
