Working with our partners Concerto Live we created a 4D experience that simultaneously launched both the UK ad campaign and iconic supercar to the UK market.
A multi-agency collaboration with creativity at its core demanded some left-field thinking to really challenge the perceived convention. This unilateral launch marked a significant investment in both the television and cinema campaign and meant that we had to devise a live-experience that was equally exceptional.
Working with little more than storyboards of the ad campaign we devised a three-vehicle reveal that used everything from electronic two-way glass and mapped projection through to industrial fans to simulate the arch-villains helicopter overhead. The experience was erected in one of the most challenging venues in London from 01:00 ready for the VIP reception at 18:30 the same day.
In spite of numerous creative, logistical and technical challenges the event was deemed a huge success receiving the desired cut-through such an ambitious above-the-line campaign deserved. A 600 strong VIP audience included Brand ambassador José Mourinho, Antony Joshua, Example, Mistajam and Gary Lineker.