Let the product set the tempo.

McLarenAsia PacificLaunch + live storytelling

The Artura Spider’s engine became part of a live musical performance.

McLaren Artura and 750S displayed outside the APACHI retailer gathering

McLaren keynote presentation with the retailer audience and Design DNA screens — Inside the APACHI retailer gathering.

01 / THE BRIEF

Start with the audience.

Give McLaren’s regional retailers and partners a memorable encounter with the Artura Spider at its Asian launch and dealer conference.

02 / THE KINDA DIFFERENT MOVE

Give the idea a different way in.

Record the engine and weave its sound into a live musical performance, supported by vehicle visuals on large screens. Even the entrance changed: hotel doors were removed to bring the car into the foyer.

03 / WHAT WE CONNECTED

Creative concept
Launch production
Music + screen content
Dealer experience

04 / WHAT MOVED

Carry the moment forward.

The product became the creative material for the reveal. A technical object had a physical presence, a sound and a shared moment with its audience.

What needs to move
for your audience?

Start a related project ↗

Let the product set the tempo.

Start with the audience.

Give the idea a different way in.

Carry the moment forward.

Make the science something people can step into.

Less watching. More joining in.

What needs to movefor your audience?

What needs to move
for your audience?