Performance at the intersection of fantasy and reality.
The launch of McLaren’s first ever single-seater, closed-cockpit, track-only car - the Solus GT. Originally conceived in 2011, and featured within the Gran Turismo Sony PlayStation game in 2017, the Solus GT launch makes McLaren the first car manufacturer in history to transform a virtual track car into a full production vehicle.
The concept for the launch campaign was centred on the fusion of the physical and virtual worlds. By shooting the Solus GT in real life, while using CGI models to create a wondrous environment, we produced a campaign that turns gamer fantasy into hypercar reality.
A toolkit of teaser, hero and product detail stills, with a teaser and reveal film were used to launch the car globally across digital, social and PR. The launch was also marked by the first public display of Solus GT at Pebble Beach (California) - the world's most prestigious car show.