Everyday amplified: Installing emotion in the Lamborghini Huracan EVO Spyder

The Brief:

When legendary Italian manufacturer Lamborghini decided to create a series of films to broaden the appeal of their brand, challenging the conventions of traditional supercar content and making the new Huracan EVO Spyder feel aspirational to a broader range of people, they knew who to ask.

They tasked us with finding, filming, photographing and interviewing four recognised masters from four different walks of life—each one an expert in their field. Our brief was to find individuals whose skills, expertise and commitment to perfection were reflective of the various design elements of the car, whilst simultaneously resonating with its target markets of APAC, USA and Europe.

The Work:

We independently sourced four experts across Italy, the UK and the USA to create the films.

In one film, we spoke to twice Michelin starred Sushi master Mitsuhiro Araki, analysing the concept of aesthetics as a key to any successful product and the idea that first impressions always count. Another film reflected on the ability of the human mind to predict obstacles in its way and to adapt to always be two moves ahead of them, something very important to Italian chess grandmaster Daniele Vocaturo, but also to Lamborghini who have equipped the Huracan adaptive dynamics that match the driver’s habits over time.

To further highlight the car’s advanced tech, in our third film we interviewed drone racer Jordan Tempkin, a twice world champion whose unique skill exemplifies a seamless blend between man and machine. Speaking with Jordan provided a great opportunity to highlight the car’s ability to display telemetry data to the driver, as well as to connect with a younger generation of tech fans.

Finally, the renowned violinist Stephanie Childress reminded us what driving and art should always be about: joy. By focusing on the sound of emotion, she shed a light on the car’s association with happiness, speed and sound.

The Impact:

Lamborghini shared the series on their customer app, website and social channels where the films accumulated almost 60k views on YouTube alone. Because the series were so successful, Lamborghini then went a step further, showcasing it at a bespoke event at the Milan Design Week, where Stephanie Childress performed in person. They also printed a spotlight feature showcasing our location stills in the Lamborghini quarterly magazine.