Aston Martin is a leader in ultra-luxury performance sports cars.

This campaign is designed to cut through in a competitive sector and bring a true reflection of performative luxury to the individuals who will buy these cars.

All modern performance OEMs (original engine manufacturer) are engaged in a facts & stats arms race, resulting in purist driver thrills being de-prioritised at the expense of vanity stats.

So, real drivers have never before had a car that truly meets their needs, forever being short-changed or forced to compromise. Until now, with the launch of the Vantage, that changes. This car is singular in its design, philosophy and engineering intent, and is built for and around what real drivers want. The new Vantage represents Aston Martin at their most thrilling, the most quintessential Aston Martin sports car, perfectly balanced and intentionally engineered to allow drivers to revel at the limits of their performance.

Our brief was to create a launch campaign putting this visceral enjoyment of the drive front & centre and reflect the evocative and emotional experience provided by a car engineered to be driven at the limit.

Engineered for Real drivers is a film that brings to life Aston Martin’s driver-centric philosophy by showing the Vantage literally construct itself around F1 legend, Fernando Alonso.

Every driving action he takes causes a new part of the car to materialise.

Steering wheel. Chassis. Tyres.

As he completes the lap, the new Vantage builds to completion.

In this fictional film, every detail is based on real data and information. From the driver’s actions to the engineering of the car and the kinetic motion through every corner – each detail has been faithfully recreated to be true to real life.

Our strategy was simple, position the Aston Martin Vantage, as the car that is perfectly balanced and intentionally engineered for those that seek a car that allows them to revel at the limits of their performance.

This campaign was a aimed a particular audience, ‘real drivers’, these are experienced drivers who know precisely the actions and reactions of a driver. They also exactly how a car responds to the demands of a track. Therefore, despite being a fictional film, every detail needed to be accurate.

We analysed the world’s best tracks to find the most challenging corners, each curve shaped under precise art direction. We harnessed green screen technology to bring Alonso into the film, isolating his facial expressions and digitally constructing every element of the surrounding environment. We utilised Aston Martin’s real CAD files to accurately reflect the engineering, blending traditional filmmaking with digital artistry. And we filmed cars in slow-motion to understand the real physics behind the car’s movement. Every detail was painstakingly scrutinised and refined to ensure the details resonated with the discerning and knowing audience.

The campaign has been a huge success, with driving enthusiasts and Aston Martin fans, achieving 3.2 million views within the first few days of launch – seeing it become Aston Martin’s most watched unpaid media launch film.

The craft and authenticity of the film-making ensure the film resonated with the specific audience. Helping to move the car far from its old position as the ‘baby’ Aston, and challenges consumers’ perceptions about the car and the marque.