Worldwide, 2022

The Full Force of McLaren

The Full Force of McLaren.

A global campaign was conceived to launch the McLaren Artura; a next-generation, high-performance, hybrid supercar. Artura stands at the intersection between art and the future, a new icon of McLaren’s exploration of future performance.

The creative concept echoes this by artistically, bringing the Full Force of McLaren to the surface in its most distilled form. It visualises the force in a surrealistic way, as speed lines create the world surrounding the Artura. The visual treatment is dialled up and down throughout different assets forming a global toolkit of video and stills.

The campaign featured a collaboration with BYBORRE; global leaders in sustainable textile innovation, helping McLaren reach a growing, younger affluent audience. Both brands share a core philosophy, united by their progressive approach, pioneering mindset, cutting-edge performance and unparalleled levels of personalisation. The collaboration saw a translation of the Artura DNA into two technical knit garments. Inspired by the design cues and engineering prowess of the hybrid supercar, prototypes of the capsule designs were modelled in the campaign.