Detroit Auto Show · Huntington Place
Detroit Auto Showcontent forbrands on the floor.
Detroit is still the show where automotive press attention concentrates in January, which means anything you put on that floor is competing with a room full of professional storytellers. Cross X Agency travels to Huntington Place for aftermarket brands, builders, and activation exhibitors and covers the two things that actually travel: your display shot clean before the doors open, and the reaction to it once they do.
- Public days
- January 16 to 24, 2027
- Media and industry day
- January 14, 2027
- Venue
- Huntington Place, Detroit
- Delivery
- Google Drive you own
Automotive workalready on the floor.
Prior Cross X Agency automotive and convention production in Las Vegas. We travel for this show and do not claim previous coverage of it.
Reveal moment, Las Vegas event floor 
Exhibitor build reel, SEMA Show 
Booth interview, Las Vegas Convention Center 
Floor coverage, NACS Show
What to capturein Detroit.
A nine day public run with a media day in front of it splits neatly into two jobs. The first is clean, controlled coverage of what you built. The second is proof that people cared.
The display before the doors open
Full walkarounds during move-in and media day, when the lighting is settled and there is nobody standing in your frame.
Media day reach, captured
Press and industry day covered so the interest your display attracts becomes footage you own, not just a mention you hope somebody publishes.
Build and finish detail
Paint, wheels, interior, wrap, and fabrication filmed tight and consistently, so the craftsmanship reads at phone size.
Crowd reaction as proof
Full aisles and people leaning over your vehicle, which is the single hardest thing to fake and the easiest thing to sell with.
Spokesperson and partner interviews
Short answers from your team and the partners in the build, filmed on a wireless lav and cut to one claim per clip.
Vertical cuts across the run
A release rhythm across nine public days instead of a single dump at the end, so your feed does not go quiet mid-show.
Before, during,and after the show.
A January show in Detroit is planned around two immovable facts: the clean footage happens before the public days, and the crowd footage only exists during them. The schedule is agreed in writing before the crew flies.
Before
Days on site and access agreed
Stand position, move-in window, whether the crew is credentialed for media day, what is on display, and who speaks for it.
During
Clean first, crowd second
Controlled walkarounds and detail work early, then reaction, interviews, and activation coverage while the hall is full.
After
A library you own
Finished cuts and edited stills delivered to a Google Drive under your account, ready for the campaign that follows the show.
Three ways tocover the show.
Same three coverage packages as our Las Vegas shows. Travel and lodging for the crew are quoted separately so the coverage scope stays readable.
The Reveal Kit
Show-ready content built to last.
- 7 SEO-optimized product videos
- 20 edited photos
- 1 Show Recap Video
- Captions and description outlined
- First deliverable within 72 hours
Influencer Kit
One show, three months of influencer content.
- Everything in The Reveal Kit
- 40 short-form influencer-style videos
- Build highlights, interviews, comparisons
- Ready-made posting calendar
- First deliverable within 48 hours
The Convention Takeover
Content domination, built to drive results.
- Everything in the Influencer Kit
- Increased video deliverables based on the company's goal
- Full raw footage library, yours to keep
- Dedicated 2 editors and senior videographer
- First deliverable within 24 hours
Any package can add creator talent. We book niche creators and presenters directly for show week, like automotive creators Caden Underwood, whose client reels have reached up to 4.9M views, and Angelica Gavia (@bk2.dory). They can walk your booth, demo your products, and appear on camera in your place if you or your team are not available or would rather stay off camera, and your products show up in their feeds while the show is still open.
Before you book.
Who is this coverage built for?
Aftermarket and accessory brands, custom and restoration builders, wrap, tint, and detail studios, parts and equipment vendors, and brands running an activation on the floor. We produce content for exhibitors and displays. We do not take dealership work.
You are based in Las Vegas. How does travel work?
Travel and lodging for the crew are quoted as a separate line in the proposal, so the coverage scope and the travel cost stay readable. Once the dates are booked we hold them, plan the shoot remotely with your team, and arrive ahead of load-in.
Do we need coverage on all nine public days?
Almost nobody does. The value is concentrated in media day, the opening weekend, and the closing weekend. We recommend a focused block in the proposal, usually three to four days, and you decide whether to extend it.
Who owns the finished files?
You do. Finished videos and edited photos are delivered to a Google Drive under your account with no watermarks. The Convention Takeover also includes the full raw footage library.
Plan Detroitbefore January.
Send your stand position, what you are bringing, and whether you have media day access. We will come back with a coverage block for the show and a separate travel line you can approve or cut.