Challenge: Aston Martin wants to launch the new DBS Superleggera, the lightest and most powerful car in their history. How could we communicate the key essence of the car without driving it?
Insight: Light hides a strong power behind its ethereal beauty.
Idea: Superlight - To demonstrate both the car’s stunning power and lightweight elegance, we transformed the essence of the car into an immersive light instillation.
Execution: Set in the iconic London Roundhouse, we chose light as it has the power to illuminate the darkness, while also being weightless and beautiful. Light became our graphic language, orchestrated the dramatic reveal of the car and re-designed the entire space.
Agency: Wunderman Thompson.