McLaren

The brief was to create the global launch video for McLaren’s new 600LT model. This particular model was their most extreme creation and they wanted the video to mirror this detail.

The 600LT launch has been the most successful McLaren Automotive campaign to date, exceeding all previous launches including the Senna.

CAPABILITIES
Art Direction
Story Boarding
Image Retouching

The brand voiced a desire to achieve a video showcasing the ethos: ‘The Edge’ - pushing everything to the limit.

With this in mind, the concept displayed the car driving outside of the city, well beyond the fringes of society. From here you experience the sounds and feeling of adrenaline, a calling and a desire to want a car that is only for those who dare.

They especially liked our strapline, ‘At the edge of sanity, lies genius’. With a car being this extreme, some may find it insane to have even been made but in the end, you realise it’s pure genius and you want it.