Role
Art Director / Senior Designer

Agency
AKQA

Client
Rolls-Royce Motorcars

Dawn Black Badge is an amplified reworking of Rolls-Royce’s popular drophead coupé. 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 contents letting people enjoy an emotive and theatrical story. Expressing the essence of Black Badge, the story follows the journeys of a powerful mermaid and a rebellious seeker. The story is shared through a cinematic digital experience, and amplified during launch through a series of arresting alternative edits that ran across global social media channels.

The social campaign tells the opposing perspectives of the narrative’s two protagonists as they journey together and discover the heart of Black Badge. It was my responsibility to uncover the essence of the story, designing every aspect of the campaign on the social platforms, crafting the visual look and feel, and creating concepts for motion throughout.

My role was to art direct the social campaign and the product page. I worked together with the copywriter and the social media manager to conceive the strategy, the narrative solutions and the visual language. I personally created the identity’s glitch effect and all the assets.