For the BMW 3 Series Launch Event in Costa Rica, the concept was to recreate the history of these cars through informative stands where guests could see the previous models beginning in 1975. The new BMW 3 Series is focused on dynamics more than ever, and BMW being an official sponsor for the 2012 London Olympics, wanted to involve the sportive aspect of these models in the event, linking each car with the most important athletes of each period of time. This aspect was emphasized as the event was held in Costa Rica´s new National Stadium. A 120x210 cm digital illustration was made for each of these stands, as well as the visual elements for the screens and projections in the event. Also, each model had a custom designed look, according to each period.