Aston Martin:
AMR22 Launch
Launching the 2022 Formula 1 car in style with laser mapped projections and the first ever use of Hypervsn displays in a live show
Year
2022
Awards
FWA: Site of The Day
Lovies: Best Brand Experience
Location
Aston Martin Lagonda HQ, Gaydon, UK
Agency
Cake
Production Company
UNIT9
Animation Partner
Brez
My Role
Creative Director
About
Broadcast live to F1 fans on Sky Sports and online from the Aston Martin Lagonda HQ, we crafted an intense holographic light show that utilised some unique in camera technologies. The show launched the AMR22 F1 challenger to the world with millions of people watching including a live audience in the factory. We traced projected content upon a translucent gauze with laser light animations and presented imagery upon an array of Hypervsn displays. This was the first time these holographic displays had been used in a live show and so we had to somewhat hack the system so that they would be optimised for broadcast.
