PROJECT BRIEF

To support the launch of the new McLaren Artura model, we were commissioned to produce a series of LED screen visuals to support the model unveiling and an immersive exhibition experience during the F1 Singapore Grand Prix festivities at Suntec Singapore Convention & Exhibition Centre. The project included a high-impact teaser video leading up to the new Artura’s reveal and an exhibition video showcasing over 4 decades of McLaren’s legacy across a panoramic 180-degree LED installation.

PROJECT

McLaren: The Legacy Lives On

CLIENT

McLaren

THE CHALLENGE

  • Launch Content: The teaser needed to build anticipation for the unveiling while working with existing brand assets. We needed to create something visually fresh and impactful using limited source footage, while still capturing the significance of a new era for McLaren.
  • Exhibition Content: The exhibition content had to condense more than 40 years of McLaren history into a 10-15 minute experience. At the same time, it needed to fully utilise a panoramic 180-degree LED setup, ensuring an immersive experience for viewers.

OUR SOLUTION

  • Launch Content: We remixed key scenes from the existing trailer and integrated them with newly created animations. The concept was inspired by a “Big Bang” moment, symbolising the beginning of a new era for McLaren. Dramatic pacing, bold typography and cinematic music were used to build anticipation before the final reveal.

  • Exhibition Content: To bring McLaren’s legacy to life, we designed the content in distinct visual segments. The earlier years were presented through a timeline sequence spanning all 3 LED screens, creating an expansive and immersive storytelling moment. For the modern era, we introduced a layout inspired by McLaren’s signature M-arch design language, allowing multiple archive footages and highlights to be displayed simultaneously while maintaining a cohesive look.

OUR APPROACH

Concept-Led Creative Direction

A bold concept anchored the project – the launch teaser captured the “Big Bang” moment signalling a new era for the McLaren Artura, while the exhibition traced the evolution of McLaren Automotive over 4 decades.

Intentional Content Craftsmanship

Existing trailers and archival footage were carefully remixed and enhanced with new motion graphics to deliver a refreshed, cohesive visual narrative.

Immersive Multi-Screen Execution

Visuals were designed to flow seamlessly across a panoramic 180-degree LED screen setup, transforming the space into a unified, immersive showcase experience. 

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