In collaboration with Hendryk Jaroslawsky and Pixelwerte, I illustrated the trade fair booth for SONAX at SEMA, the largest car show in the United States, held annually in Las Vegas.

For this project, we developed an entirely fictional universe set in a gritty, stylized metropolis called Speedhaven. Within this world, we introduced a cast of unique characters—the Tuner, the Drifter, and the Specialist—each representing a distinct aspect of car culture and care.

The visual concept centered around three SONAX XTREME products, each brought to life by one of the XTREME Heroes, blending DIY car care, professional detailing (Profiline), and a youthful target group appeal into an engaging narrative experience.

• The Tuner serves as Speedhaven's "car care police," humorously hunting down extreme cleaning sins with passion and precision.

• The Specialist is the detailing expert, a nerd at heart, who tackles every challenge with his professional-grade know-how.

• The Drifter, with a motorsport background and a lightning-fast, mirror-shine ride, chases down Speedhaven’s underworld in high-octane style.

Together, they bring a playful, cinematic twist to car care—transforming product use into a bold, story-driven experience that resonated with visitors and car enthusiasts alike at SEMA.

Art Direction: Hendryk Jaroslawsky

Agency: Pixelwerte

Client: SONAX