We came by this question during the early stage of the project, "Why do humans instinctively feel a sense of wildness towards industrial products like cars?". For the first time as a sports car brand, we answered that question using the power of visuals.

True motorsports fans have been hungry for an opportunity to experience the power of analog, realistic cars, rather than cars processed by computer graphics and digital technology, as technology, such as automated driving, continues to advance. The challenge was to respond to this global fan insight with the power of film.

This year, GR finally achieved 8 titles in the top category of world motorsports after six years since its brand's inception.

As proof of its quality, we collaborated with top drivers to create an unprecedented immersive brand film.

Our significant challenge in this project was to focus on how how closely racing cars and the camera can physically approach each other in an environment where the specifications of the racing car could be demonstrated at speeds of over 150~200 km/h.