To reconcile the 2 challenges for the brand – boost the premium perception and talk to every car enthusiast globally – the situation called for a bold choice: a transcendent figure, the most iconic car enthusiast. His name is Steve McQueen. More precisely Steve McQueen as lieutenant Franck Bullitt.

The idea was simple: what would Franck Bullitt be like today?

We took one by one every piece of what made him so special, and updated it to today.

We started with the most iconic piece: the famous Bullitt soundtrack, and re-scored it with Prequell at Abbey Road studios with the London symphonic orchestra, with the blessing of Lalo Schifrin, the original composer.

We associated one of the most important car manufacturers to our project: Mercedes-AMG with their new model. And continue to build the new Bullitt style with the Chapal leather brand, the Vuarnet iconic sunglasses and the IWC luxurious watch brand.

When talking to real enthusiasts, you can’t lie. We’ve made the choice to remain as genuine as possible. And to do so, a documentary approach was the unique answer: showing the men and women who brought to life this new Franck Bullitt style, and where and how they really work.

We wanted a premium treatment, able to enhance the story and to live up to our product and our image ambition. We worked with a fashion director, handling cinematographic storytelling and takes, and succeeding in beautifying reality.

Like in feature film we organized more than 12 shootings coming one after another in a 3-month timeslot, all across the world (US, France, UK, Germany, Switzerland…)

We kept the design and the branding ultra light, to emphasize on the pictures and the music, the main characters of our brand content piece.

The campaign has been launched March 15th, depending on the countries: only few results are available, without any analysis possible for now.

Trailer: more than 2 millions views in one week

First episode: more than 34K views in one week