ROLLS-ROYCE APAC
ALL-NEW BLACK BADGE LAUNCH
Ideation / Art direction / Copywriting / Design
For the 2022 global launch of the new Rolls-Royce Black Badge Ghost, I was tasked with leading creative with the team to bring a campaign to the APAC region, thought main focus was Japan. We ideated on various touch-points to connect with Rolls-Royce’s target market as well as some key influencers to help drive interest and buzz around the launch. Rolls-Royce Global had embargoed all car shots and key visual looks, but we knew it had to be black and mysterious – just like a Rolls-Royce Black Badge is.
Seeing we didn’t have any imagery direction because of the embargo, initial key assets used dark/night-time black and white images with hints of the Black Badge Ghost teal key colour. We also used an image of the Spirit of Ecstasy and darkened it, as that always the most identifiable element of a Rolls-Royce and to make sure the brand was clear. This all tied in beautifully with the global tag – Are you bold enough?
As part of the social campaign, I art directed and storyboarded videos to be seeded by Rolls-Royce APAC as well as our selected influencers. We also used DM’s of the video to message directly to potential customers to drive interest, and make them feel unique and not mass-marketed too.
For the list of attendees invited to the launch I designed a simple, yet stunning invite that was mailed to them. It was designed to tease them of what’s inside from the very get-go. It was opulent with silver and teal foiling, and premium feeling paper to make sure it felt exactly like a Rolls-Royce invite should. Once that had opened their invite, the only way they could read the launch details was to place their hands on the invite to reveal it – as we had printed thermocratic ink over the to obscure it. As the heat from their hands dissipated it slowly reverted back it’s dark state.
At the launch event attendees were invited to an AR experience inspired by the Black Badge Ghost, where they could place a mask on their faces and record it. At the latter stages of the campaign the embargo was lifted and we could see the features and details of the car, so we took inspiration from the materials and features – from the Spirit of Ecstasy wings, to carbon fibre geometric wheels and the Black Badge symbols. I scamped 2 versions – a his and hers both with differing characteristics. Hers was elegant yet dramatic based on Spirit of Ecstasy, and his was a nod to Phantom of the Opera and the interior of the Black Badge Ghost.
