Art Direction
& Global Digital Campaign
The initial aim of this campaign was to increase awareness of the launch, intrigue and excite. The second burst aimed to show the car on enticing grand tour locations around the world.
We ran a full-day immersive creative workshop with McLaren where the team and I art directed a series of innovative and user-responsive units that invited the user to scroll, pinch and reveal with their fingertips the nuances and beauty of this luscious car.
Results from the first burst in the US and UK boast 2.1M impressions and a 0.38% display click through rate.
Collaborators: Bobbie Wells (designer).
campaign promo
user-scroll generated animation
user-scroll generated inspection on x-axis
user-scroll generated interactive units
