Announcing new Senna with a heart-before-head hypercar launch

The challenge

McLaren wanted to launch its new Senna model – emotively attracting new hypercar buyers away from Ferrari and Lamborghini.

The work

Our powerful launch film transcended the car’s engineering credentials, showcasing the rich story of admired Brazilian racing champion Ayrton Senna. Its release secured sales for every one of the limited-run £1.5m cars in the first week.