McLAREN:
The McLaren P1 reshapes itself in real time to optimise performance through airflow. To launch it, we created Designed by Air, a dark, sci-fi inspired campaign imagining the car as a living organism born in a wind tunnel. Online, user interactions with airflow brought it to life, translating complex engineering into an emotionally resonant experience.
Created with B-Reel and Marshmallow Laser Feast, the result blurred the lines between storytelling and interactive art, with the £1m hypercar seeling out within a month.
Designed By Air
Category: Digital 
The campaign kicked off with a short films, teasing the shape of the car and air flow of the car.
Giant LED boards, on motion control rigs, created a long exposure animation of the wind passing over the car’s body, tracing its form and giving a glimpse of the beast’s shape.
Teaser:
