Aston Martin

DBS Superleggera Launch

About the Project

In 2018, Aston Martin released the DBS Superleggera, the ultimate super GT car which sits at the pinnacle of the brand’s production range. A super lightweight, ultra-powerful piece of automotive art, expressing undeniable beauty combined with a dark and menacing shadow of unbounded strength. A car of such unequivocal beauty demanded a global launch event to match.

THE SOLUTION

Beautiful is Absolute

In partnership JWT Live, we created, designed and produced the reveal, taking inspiration from the Nick Knight ‘Beautiful is Absolute’ film and the dynamic hexagonal shaping of the car’s front grille.

The dramatic staging, lights and production powerfully mirrored DBS’ extraordinary character, leaving the guests of London’s iconic Roundhouse captivated by this ultimate collection of automotive and artistic beauty.

The dramatic staging, lights and production powerfully mirrored DBS extraordinary character, leaving the guests of London’s iconic Roundhouse captivated by this ultimate collection of automotive and artistic beauty.

THE RESULT

Global Impact

Over three-hundred guests from all over the world attended the event, which was also streamed via Facebook Live to over 1 million viewers, again produced by Prism.

This incredible, ultra-exclusive car sold out in record time, after making an astonishing global PR impact.?