Not just part of the solution, but all of it
The McLaren Artura is the most important new model launch in the company’s history. Typically as many as half a dozen agencies would be deployed to create a global suite of launch assets. But it is winter 2020. Much of the world is in lockdown. They’ll only get one shot at this…
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Making great drama (during a crisis)
They needed a hero launch film, three product films, 60 images for social media and 40 more for marketing, brochures and their website. Most of all, they needed a pin-sharp idea, and a deliverable plan. We produced both.
‘Every road we’ve driven…’
That was our vision – bold and confident. The script was born from our deep-rooted understanding of the brand and the exact positioning of this car. From McLaren we would need just two things: access to the only three functioning Artura prototypes, and total trust.
Portugal or bust
Restrictions prevented client attendance on location. We were on our own (unless you count a three-unit crew of producers, art directors, videographers, photographers, editors, writers and location managers). Time was tight – eight days in Portugal, with further units shooting backgrounds from Monaco to Le Mans, Monument Valley to the Nürburgring.
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Four aspects to the car, four secured locations
We projected Artura’s personality in four specifically sourced, locked down locations – the open road, urban settings, a luxury house and a race circuit. Two months in the planning, six weeks in post-production. Every global asset created and delivered under pressure. Many challenges, one agency.