McLaren – Dreamville Creative

Type: Advertising

Client: McLaren

McLaren, the Edge is Calling

McLaren requested a global launch video for their new 600LT model. This particular model was their most extreme creation yet and every detail of the video needed to reflect this. The 600LT launch has been the most successful McLaren Automotive campaign to date, exceeding all previous launches including the Senna.

The brand voiced a desire to achieve a video showcasing the concept: ‘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 the proposed and chosen strapline, ‘At The Edge of Sanity, Lies Genius’. With a car being this extreme, some may have found it insane to have this particular model even made. But in the end, you realise its pure genius and you can’t help but want to know more. A photoshoot also took place alongside the creation of the video in order to obtain imagery for promotional collateral, as shown below.

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.

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. A photoshoot took place in order to obtain imagery for promotional collateral. I have included some of the images I retouched for this brief.

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.

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. A photoshoot took place in order to obtain imagery for promotional collateral. I have included some of the images I retouched for this brief.

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.

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. A photoshoot took place in order to obtain imagery for promotional collateral. I have included some of the images I retouched for this brief.

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.

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. A photoshoot took place in order to obtain imagery for promotional collateral. I have included some of the images I retouched for this brief.