Beautiful Won't Be Tamed
ASTON MARTIN
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Creative strategy
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Creative direction
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Copywriting
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Art direction
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Experiential
I led the creative direction for the launch of the new Vantage, writing the line "Beautiful Won't Be Tamed" in support of the brand's strategic positioning around "beautiful" and evoking the 'hunter' characteristics of the car.
We worked with Rankin to deliver the most provocative and intense launch film Aston Martin had ever produced.
Together with my creative partner, we scripted a teaser film for social and art-directed mood imagery for the launch. I wrote the copy for the launch brochure and website, selecting imagery for both the print and digital brochure on astonmartin.com. For the global launch we extended the 'hunter' theme to a forest experience in a Shoreditch warehouse where the guests became the 'prey' of Vantage, before it was revealed to them on stage.
The campaign was more successful than any other Aston Martin launch for engagement, global reach, and number of fan mentions. Launch day saw reach of 5.2 million on Facebook alone, 5x the typical number of daily fan mentions, and the biggest number of visits to their online car configurator.
Social Teaser Film
