LAMBORGHINI

YOU CAN'T HIDE WHAT YOU ARE

I developed the creative concept for the Lamborghini Temerario EMEA VIP launch, creating a new way to reveal the car through the relationship between human instinct, performance and technology.

Rather than treating the launch as a traditional product reveal, the concept used Lamborghini’s DNA as the narrative. Guests moved through a sequence of increasingly visceral experiences, where sound, movement, art and performance built towards the moment the Temerario was revealed.

At the heart of the experience was the idea that technology may be engineered, but performance is instinctive. This became the creative thread running through the environment. From an art-led gallery experience and an immersive interpretation of the Temerario’s engine, through to the final reveal.

I developed the core idea, creative narrative and visual language, shaping the experience into a pitch that brought the concept to life and demonstrated how it could be delivered. The pitch was won and the concept was subsequently taken forward and produced in-house by Lamborghini.

ROLE Creative Director / Designer

OUTPUT Creative concept / Experience design / Creative direction / Pitch presentation

AGENCY Lamborghini