McLaren

McLaren 720s Spider

After pitching for this project with Carnage films we started introducing a new photography look and feel. Talking to a new audience, the visual language needed to be more emotive and inspiring to high net worth individuals who might not be that interested in the technical specs.

This launch film positions the new convertible version of McLaren’s phenomenal 720S supercar as an urban luxury car, rather than just a racetrack toy for wealthy motoring enthusiasts. When this was successfully delivered we were asked to pitch again for the next project; the launch of the McLaren GT.

McLaren GT

The first ever GT created by McLaren. Big news. The brief was to make the brand relevant for a status-driven global audience who may not have heard of McLaren. For petrolheads and the media, meanwhile, we had to position the company as a credible maker of a GT – not just track-focused supercars.

The launch campaign needed to stand out. That’s why we were asked to pitch and present several creative ideas and strategies to tackle this problem.
The new rules of grand touring have since then come to life. Starting with a teaser to the campaign on the camouflage car wrap, to continue to live beyond.

Our work formed the basis of a CRM drive for the pre-reveal phase, helping generate an order bank of over 900 customers, before release. In social channels, we broke all McLaren records for engagement, helping the brand reach beyond traditional automotive channels and attract that elusive conquest audience. In launch PR, the work helped automotive journalists understand the car, igniting a fierce online debate over what even constitutes a GT. #NewRules indeed.

Grand Touring will never be the same again. The new superlight McLaren GT defies convention. We've ripped up the rulebook to create the lightest, quickest accelerating car in its class. A Grand Tourer has never been so light, beautiful and agile. The new McLaren GT. New rules. https://cars.mclaren.com/new-mclaren-gt

Paid social - Instagram

This is the start of the campaign after a quick turnaround, created under Piggy Lines’ creative overview and produced by Carnage films.

McLaren Speedtail

We were asked to position McLaren’s iconic new limited edition hypercar and to developing tease and launch films.

The challenge was to capture this new luxury aesthetic and the sense of speed without showing a moving car – as we only had a static model to shoot. We wrote a strategy that would position the brand as well as the car. We then came up with a creative idea and developed the key launch film and photography assets.

The entire production run of the £2m car was sold out within hours. Both the tease film and launch film generated over a million views across McLaren’s social platforms. The studio photography was used by a wide selection of industry and lifestyle media, greatly increasing the brands’ reach.

Read more about the car on Wired.
We created this film with the team at Carnage films.

See the other campaign created for the convertible 720s.