Hyper cars are normally sold on their numbers, this one’s being sold on its name, how do you live up to a legend? This was the unique challenge set for Carnage Film by McLaren's advertising agency, Initials.
Carnage have created a launch film worthy not just of the most extreme road car that McLaren have ever built - the P15 is the latest in the Ultimate series - but a car which also bears the name of THE legendary Formula 1 driver, Ayrton Senna? To resolve it Carnage went back to both the FOM archive, but also to the most iconic photography of the period. This approach offered a more intimate glimpse of Senna the man, and not just the racing driver.
Working with Final Cut and the Coffee & TV team, Carnage worked to develop the brand's vision for the project, combining the most evocative driving footage from the F1 races with the most iconic photography of the man himself. The archive footage was then intercut with new and incredibly dynamic footage of the McLaren hypercar.
Piggy Lines, who directed the spot, said:
“We worked with Initials as one team, side by side from the first concept to the finished film. The collaboration meant we supported each other to get the best end result. Working closely with the Senna foundation and talking with them about how we might capture Ayrton inspired a different way in”.
"Photography offered us perfect frozen moments that allow you to look into his eye and see the man. That immediately elevated the quality of the in-period footage and provided moments of absolute focus. They hold you, before throwing you forward again into the action. The challenge was always how to make one film rather than two connected pieces."
The final film offers the audience more than just the promise of a fast car. They get a celebration of Ayrton Senna, the man, and everything he stood for, distilled into McLaren's ultimate offering. It’s not until the screen goes black that you realise your hearts still racing.
Creative Agency: Initials
Executive Creative Director: Nick Presley
Project Director: Phil Norris
Senior Communications Manager: Claire Wilson
Director, Client Engagement: Rachel Bateman (Head of Engagement)