Rolls-Royce added a third model to their edgier, bolder sub-brand Black Badge. Our task was to remix and amplify the Dawn Black Badge content.

We decided to disrupt the way they usually use the platforms: instead of spreading the same message across all channels, we proposed to use them as if they were different cameras to tell the same story from different perspectives. We used Twitter to tell the siren’s side of the story, Facebook for the rebel and Instagram as a bridge between the two. We built the story arches to run as separate but parallel perspectives until the final reveal, where they finally converge. The more users moved further into the story, the more we introduced hints to connect the two.

We also wanted to amplify contents rather than just posting it. We created brand new assets from existing ones, overlaying, recomposing, playing around with the identity glitch effect.

From a classic, timeless, luxury automotive brand perspective, this was a big step into new territory.

Client: Rolls-Royce

Creative Direction: Paul Ostryzniuk

Design & Art Direction: Matteo Rostagno

Copy: Sarah Shephard

Social Media Manager: Seth Burkett