Role: Experiential Creative Director

Agency: Monks

Brand: Mc Laren Artura

Role: Experiential Creative Director

Agency: Monks

Brand: Mc Laren Artura

Role: Experiential Creative Director

Agency: Monks

Brand: Mc Laren Artura

Role: Experiential Creative Director

Agency: Monks

Brand: Mc Laren Artura

Role: Experiential Creative Director

Agency: Monks

Brand: Mc Laren Artura

Our project was a celebration of McLaren's new hybrid supercar, the Artura. This event transcended a typical car launch, transforming into a visual spectacle that introduced the world to the McLaren Technology Centre in the UK.

The Centre, home to McLaren Automotive and Motorsport Teams, served as the perfect canvas for our creative vision.

Our project was a celebration of McLaren's new hybrid supercar, the Artura. This event transcended a typical car launch, transforming into a visual spectacle that introduced the world to the McLaren Technology Centre in the UK.

The Centre, home to McLaren Automotive and Motorsport Teams, served as the perfect canvas for our creative vision.

Our project was a celebration of McLaren's new hybrid supercar, the Artura. This event transcended a typical car launch, transforming into a visual spectacle that introduced the world to the McLaren Technology Centre in the UK.

The Centre, home to McLaren Automotive and Motorsport Teams, served as the perfect canvas for our creative vision.

Our project was a celebration of McLaren's new hybrid supercar, the Artura. This event transcended a typical car launch, transforming into a visual spectacle that introduced the world to the McLaren Technology Centre in the UK.

The Centre, home to McLaren Automotive and Motorsport Teams, served as the perfect canvas for our creative vision.

Our project was a celebration of McLaren's new hybrid supercar, the Artura. This event transcended a typical car launch, transforming into a visual spectacle that introduced the world to the McLaren Technology Centre in the UK.

The Centre, home to McLaren Automotive and Motorsport Teams, served as the perfect canvas for our creative vision.

Our focus on set design and experience was paramount. The staging and sound design were meticulously crafted to evoke power. The zoetrope of lights encircling the Artura, combined with industrial sound effects, created an environment that was as electrifying as the car itself. 

Our focus on set design and experience was paramount. The staging and sound design were meticulously crafted to evoke power. The zoetrope of lights encircling the Artura, combined with industrial sound effects, created an environment that was as electrifying as the car itself. 

Our focus on set design and experience was paramount. The staging and sound design were meticulously crafted to evoke power. The zoetrope of lights encircling the Artura, combined with industrial sound effects, created an environment that was as electrifying as the car itself. 

Our focus on set design and experience was paramount. The staging and sound design were meticulously crafted to evoke power. The zoetrope of lights encircling the Artura, combined with industrial sound effects, created an environment that was as electrifying as the car itself. 

Our focus on set design and experience was paramount. The staging and sound design were meticulously crafted to evoke power. The zoetrope of lights encircling the Artura, combined with industrial sound effects, created an environment that was as electrifying as the car itself. 

This was not merely a launch; it was an immersive journey that engaged the senses, drawing the audience into the world of McLaren.

This was not merely a launch; it was an immersive journey that engaged the senses, drawing the audience into the world of McLaren.

This was not merely a launch; it was an immersive journey that engaged the senses, drawing the audience into the world of McLaren.

This was not merely a launch; it was an immersive journey that engaged the senses, drawing the audience into the world of McLaren.

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The design elements were intricately woven to create a seamless interaction between the car, the building, and the audience.

The design elements were intricately woven to create a seamless interaction between the car, the building, and the audience.

The design elements were intricately woven to create a seamless interaction between the car, the building, and the audience.

The design elements were intricately woven to create a seamless interaction between the car, the building, and the audience.

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Using semi-transparent LED material, we harness the building's unique architecture, creating dynamic three-dimensional movement. The interplay of light and motion was further enhanced by reflections from the adjacent lake showcasing the Artura in a setting that was both futuristic and awe-inspiring.

Using semi-transparent LED material, we harness the building's unique architecture, creating dynamic three-dimensional movement. The interplay of light and motion was further enhanced by reflections from the adjacent lake showcasing the Artura in a setting that was both futuristic and awe-inspiring.

Using semi-transparent LED material, we harness the building's unique architecture, creating dynamic three-dimensional movement. The interplay of light and motion was further enhanced by reflections from the adjacent lake showcasing the Artura in a setting that was both futuristic and awe-inspiring.

Using semi-transparent LED material, we harness the building's unique architecture, creating dynamic three-dimensional movement. The interplay of light and motion was further enhanced by reflections from the adjacent lake showcasing the Artura in a setting that was both futuristic and awe-inspiring.

Using semi-transparent LED material, we harness the building's unique architecture, creating dynamic three-dimensional movement. The interplay of light and motion was further enhanced by reflections from the adjacent lake showcasing the Artura in a setting that was both futuristic and awe-inspiring.

The Artura was placed on a central platform, surrounded by the mesmerizing array of lights. These lights danced across the car's sleek surface, casting reflections that highlighted its aerodynamic lines and cutting-edge design. The building's architecture played a pivotal role, with its curves and angles interacting with the light, creating a dynamic, ever-changing backdrop. 

The Artura was placed on a central platform, surrounded by the mesmerizing array of lights. These lights danced across the car's sleek surface, casting reflections that highlighted its aerodynamic lines and cutting-edge design.

The meticulous choice of this specific location played a pivotal role. Its architectonical curves and angles interacted with the light, resulting in a dynamic, ever-changing backdrop.

The Artura was placed on a central platform, surrounded by the mesmerizing array of lights. These lights danced across the car's sleek surface, casting reflections that highlighted its aerodynamic lines and cutting-edge design.

The meticulous choice of this specific location played a pivotal role. Its architectonical curves and angles interacted with the light, resulting in a dynamic, ever-changing backdrop.

The Artura was placed on a central platform, surrounded by the mesmerizing array of lights. These lights danced across the car's sleek surface, casting reflections that highlighted its aerodynamic lines and cutting-edge design. The meticulous choice of this specific location played a pivotal role. Its architectonical curves and angles interacted with the light, resulting in a dynamic, ever-changing backdrop.

The Artura was placed on a central platform, surrounded by the mesmerizing array of lights. These lights danced across the car's sleek surface, casting reflections that highlighted its aerodynamic lines and cutting-edge design.

The meticulous choice of this specific location played a pivotal role. Its architectonical curves and angles interacted with the light, resulting in a dynamic, ever-changing backdrop. 

This interaction between the car and its environment was designed to captivate the audience, both on-site and online, making them feel as if they were part of the Artura's journey.

This interaction between the car and its environment was designed to captivate the audience, both on-site and online, making them feel as if they were part of the Artura's journey.

This interaction between the car and its environment was designed to captivate the audience, both on-site and online, making them feel as if they were part of the Artura's journey.

This interaction between the car and its environment was designed to captivate the audience, both on-site and online, making them feel as if they were part of the Artura's journey.

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In essence, this project was about more than unveiling a car; it was about crafting an artistic experience that resonated deeply with all who witnessed the full force of McLaren

In essence, this project was about more than unveiling a car; it was about crafting an artistic experience that resonated deeply with all who witnessed the full force of McLaren

In essence, this project was about more than unveiling a car; it was about crafting an artistic experience that resonated deeply with all who witnessed the full force of McLaren

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In parallel to the experience, the livestream, film, and bespoke microsite played important roles in reaching a global audience through an artistic storytelling.

In parallel to the experience, the livestream, film, and bespoke microsite played important roles in reaching a global audience through an artistic storytelling.

In parallel to the experience, the livestream, film, and bespoke microsite played important roles in reaching a global audience through an artistic storytelling.

In parallel to the experience, the livestream, film, and bespoke microsite played important roles in reaching a global audience through an artistic storytelling.

In parallel to the experience, the livestream, film, and bespoke microsite played important roles in reaching a global audience through an artistic storytelling.