{"id":697,"date":"2025-11-28T10:46:01","date_gmt":"2025-11-28T09:46:01","guid":{"rendered":"https:\/\/lyma.agency\/proyecto\/a-convention-that-hits-the-throttle\/"},"modified":"2025-09-15T10:32:35","modified_gmt":"2025-09-15T08:32:35","slug":"a-convention-that-hits-the-throttle","status":"publish","type":"proyecto","link":"https:\/\/lyma.agency\/en\/project\/a-convention-that-hits-the-throttle\/","title":{"rendered":"A convention that hits the throttle"},"content":{"rendered":"\t<div id=\"single-project-composer-block_b4b2d92f679714b73ce595a9adc4bbdd\" class=\"c-single-project-composer\">\n\t\t\n<div class=\"c-single-project__columns c-single-project__columns--4 c-single-project__columns--align-start\">\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-2\">\n\t\t\t<h2 class=\"c-single-project__section-title has-custom-title-font-size has-custom-black-color\">A new era in communication for Yamaha.<\/h2>\t\t<\/div>\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-1\">\n\t\t\t<div class=\"c-single-project__section-content\"><p class=\"p1\">Yamaha needed a step\u2011change. After years with the same format they wanted to transform their annual dealers convention and match the content with the ambition of their launches. So we flipped every angle.  <\/p>\n<p class=\"p1\">Six new models, one day.<\/p>\n<\/div>\t\t<\/div>\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-1\">\n\t\t\t<div class=\"c-single-project__section-content\"><p class=\"p1\">The toughest part wasn\u2019t the build or the pace: it was working one\u2011on\u2011one with each speaker, breaking their usual style and coaching them to feel comfortable in a format that was more visual, clear and to the point.<\/p>\n<p class=\"p1\">When they finished, everyone knew it had been worth it.<\/p>\n<\/div>\t\t<\/div>\n\t<\/div>\n\n<div class=\"c-single-project__columns c-single-project__columns--1\">\n\t\t\t<div class=\"c-single-project__column\">\n\t\t\t\t<a href=\"https:\/\/vimeo.com\/1039439070\/a5ba75ab9b\" class=\"c-single-project__section-video c-single-project__section-video--external\" data-glightbox=\"\" data-ratio=\"16:9\">\n\t\t<button class=\"c-single-project__section-video-play\">Play<\/button><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"1920\" src=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0316-web-e1776777902581.jpg\" class=\"attachment-single-project-media size-single-project-media\" alt=\"\" \/>\t<\/a>\n\t\t<\/div>\n\t<\/div>\n\n<div class=\"c-single-project__columns c-single-project__columns--4 c-single-project__columns--align-end\">\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-2\">\n\t\t\t<div class=\"c-single-project__section-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"960\" src=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0294-web-1440x960.jpg\" class=\"attachment-single-project-media size-single-project-media\" alt=\"\" srcset=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0294-web-1440x960.jpg 1440w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0294-web-300x200.jpg 300w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0294-web-1024x683.jpg 1024w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0294-web-768x512.jpg 768w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0294-web-1536x1024.jpg 1536w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0294-web-820x547.jpg 820w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0294-web-782x521.jpg 782w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0294-web-500x333.jpg 500w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0294-web-200x133.jpg 200w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0294-web.jpg 1920w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/><\/div>\t\t<\/div>\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-2\">\n\t\t\t<div class=\"c-single-project__section-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"960\" src=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0248-web-1440x960.jpg\" class=\"attachment-single-project-media size-single-project-media\" alt=\"\" srcset=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0248-web-1440x960.jpg 1440w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0248-web-300x200.jpg 300w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0248-web-1024x683.jpg 1024w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0248-web-768x512.jpg 768w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0248-web-1536x1024.jpg 1536w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0248-web-820x547.jpg 820w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0248-web-782x521.jpg 782w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0248-web-500x333.jpg 500w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0248-web-200x133.jpg 200w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0248-web.jpg 1920w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/><\/div>\t\t<\/div>\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-3\">\n\t\t\t<div class=\"c-single-project__section-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"960\" src=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0395-web-1440x960.jpg\" class=\"attachment-single-project-media size-single-project-media\" alt=\"\" srcset=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0395-web-1440x960.jpg 1440w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0395-web-300x200.jpg 300w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0395-web-1024x683.jpg 1024w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0395-web-768x512.jpg 768w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0395-web-1536x1024.jpg 1536w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0395-web-820x547.jpg 820w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0395-web-782x521.jpg 782w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0395-web-500x333.jpg 500w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0395-web-200x133.jpg 200w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0395-web.jpg 1920w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/><\/div>\t\t<\/div>\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-1\">\n\t\t\t<div class=\"c-single-project__section-gallery\"><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"960\" src=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0772-web-1440x960.jpg\" class=\"attachment-single-project-media size-single-project-media\" alt=\"\" srcset=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0772-web-1440x960.jpg 1440w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0772-web-300x200.jpg 300w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0772-web-1024x683.jpg 1024w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0772-web-768x512.jpg 768w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0772-web-1536x1024.jpg 1536w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0772-web-820x547.jpg 820w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0772-web-782x521.jpg 782w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0772-web-500x333.jpg 500w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0772-web-200x133.jpg 200w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0772-web.jpg 1920w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"960\" src=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0859-web-1440x960.jpg\" class=\"attachment-single-project-media size-single-project-media\" alt=\"\" srcset=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0859-web-1440x960.jpg 1440w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0859-web-300x200.jpg 300w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0859-web-1024x683.jpg 1024w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0859-web-768x512.jpg 768w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0859-web-1536x1024.jpg 1536w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0859-web-820x547.jpg 820w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0859-web-782x521.jpg 782w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0859-web-500x333.jpg 500w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0859-web-200x133.jpg 200w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC0859-web.jpg 1920w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/><\/div>\t\t<\/div>\n\t<\/div>\n\n<div class=\"c-single-project__columns c-single-project__columns--1\">\n\t\t\t<div class=\"c-single-project__column\">\n\t\t\t<div class=\"c-single-project__section-spacer\"><\/div>\n\t\t<\/div>\n\t<\/div>\n\n<div class=\"c-single-project__columns c-single-project__columns--4 c-single-project__columns--align-start\">\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-1\">\n\t\t\t<div class=\"c-single-project__section-content\"><p class=\"p1\">The highlight came after a full blackout. Music hit, the teaser rolled\u2026 and the LED screen split in two to let six riders enter with the new models. Simple and punchy.  <\/p>\n<\/div>\t\t<\/div>\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-1\">\n\t\t\t<div class=\"c-single-project__section-content\"><p class=\"p1\">The day ended with a gala dinner at Soto de M\u00f3nico. Giant logo projected onto the mountain, fire show, and the current MotoGP champion\u2019s bike centre\u2011stage. Every detail raised the experience without losing focus: show product, train, inspire.  <\/p>\n<\/div>\t\t<\/div>\n\t<\/div>\n\n<div class=\"c-single-project__columns c-single-project__columns--8 c-single-project__columns--align-end\">\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-4\">\n\t\t\t<div class=\"c-single-project__section-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"960\" src=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1000-copia-web-1440x960.jpg\" class=\"attachment-single-project-media size-single-project-media\" alt=\"\" srcset=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1000-copia-web-1440x960.jpg 1440w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1000-copia-web-300x200.jpg 300w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1000-copia-web-1024x683.jpg 1024w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1000-copia-web-768x512.jpg 768w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1000-copia-web-1536x1024.jpg 1536w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1000-copia-web-820x547.jpg 820w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1000-copia-web-782x521.jpg 782w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1000-copia-web-500x333.jpg 500w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1000-copia-web-200x133.jpg 200w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1000-copia-web.jpg 1920w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/><\/div>\t\t<\/div>\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-4\">\n\t\t\t<div class=\"c-single-project__section-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"960\" src=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1865-web-1440x960.jpg\" class=\"attachment-single-project-media size-single-project-media\" alt=\"\" srcset=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1865-web-1440x960.jpg 1440w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1865-web-300x200.jpg 300w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1865-web-1024x683.jpg 1024w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1865-web-768x512.jpg 768w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1865-web-1536x1024.jpg 1536w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1865-web-820x547.jpg 820w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1865-web-782x521.jpg 782w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1865-web-500x333.jpg 500w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1865-web-200x133.jpg 200w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1865-web.jpg 1920w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/><\/div>\t\t<\/div>\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-6\">\n\t\t\t<div class=\"c-single-project__section-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"960\" src=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1522-web-1-1440x960.jpg\" class=\"attachment-single-project-media size-single-project-media\" alt=\"\" srcset=\"https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1522-web-1-1440x960.jpg 1440w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1522-web-1-300x200.jpg 300w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1522-web-1-1024x683.jpg 1024w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1522-web-1-768x512.jpg 768w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1522-web-1-1536x1024.jpg 1536w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1522-web-1-820x547.jpg 820w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1522-web-1-782x521.jpg 782w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1522-web-1-500x333.jpg 500w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1522-web-1-200x133.jpg 200w, https:\/\/lyma.agency\/wp-content\/uploads\/2025\/07\/DSC1522-web-1.jpg 1920w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/><\/div>\t\t<\/div>\n\t\t\t<div class=\"c-single-project__column c-single-project__column--span-2\">\n\t\t\t<div class=\"c-single-project__section-list\"><ul class=\"c-single-project__list\"><\/ul><ul class=\"c-single-project__list\"><li class=\"c-single-project__list-item\"><span class=\"c-single-project__list-item-title has-custom-subtitle-font-size has-epilogue-font-size\">location<\/span><span class=\"c-single-project__list-item-description\">Madrid<\/span><\/li><li class=\"c-single-project__list-item\"><span class=\"c-single-project__list-item-title has-custom-subtitle-font-size has-epilogue-font-size\">venues<\/span><span class=\"c-single-project__list-item-description\">INNSiDE Madrid Valdebebas | Soto de M\u00f3nico<\/span><\/li><\/ul><ul class=\"c-single-project__list\"><li class=\"c-single-project__list-item\"><span class=\"c-single-project__list-item-title has-custom-subtitle-font-size has-epilogue-font-size\">pax<\/span><span class=\"c-single-project__list-item-description\">180<\/span><\/li><li class=\"c-single-project__list-item\"><span class=\"c-single-project__list-item-title has-custom-subtitle-font-size has-epilogue-font-size\">ACCOMMODATION<\/span><span class=\"c-single-project__list-item-description\">INNSiDE Madrid Valdebebas<\/span><\/li><\/ul><ul class=\"c-single-project__list\"><li class=\"c-single-project__list-item c-single-project__list-item--full\"><span class=\"c-single-project__list-item-title has-custom-subtitle-font-size has-epilogue-font-size\">services<\/span><span class=\"c-single-project__list-item-description\">Creative Direction\/ Set Design\/ Audiovisual Production\/ Speaker Coaching\/ Product Launch\/ Logistics\/ Technical Production\/ Branded Show &amp; Activation<\/span><\/li><\/ul><\/div>\t\t<\/div>\n\t<\/div>\n\t<\/div>\n","protected":false},"featured_media":678,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false},"cliente":[23],"class_list":["post-697","proyecto","type-proyecto","status-publish","has-post-thumbnail","hentry","cliente-yamaha-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A convention that hits the throttle - Lyma Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lyma.agency\/en\/project\/a-convention-that-hits-the-throttle\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A convention that hits the throttle - Lyma Agency\" \/>\n<meta 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