We were briefed to launch the Lotus Emeya with a campaign that would challenge the conventions of automotive communications. Lotus asked for creative that was rebellious, innovative and sophisticated.

Our strategy fused the rich performance and cultural heritage of the Lotus marque with the innovative design and technology of the new EV fleet to tell brand stories delivered in unexpected spaces by influential voices.

Iconic and elusive electronic musician, Burial, was commissioned to create a soundtrack for the campaign that reimagined the sonic identity of the automobile for the electric age. The soundtrack was set with a poem by spoken word artist James Massiah that explored the concept of a car that is ‘led by light’.

The physical launch of Emeya was presented in New York City. The mythology of a brand born from an enthusiast’s garage was articulated through a raw multi-story parking structure connected by an industrial car elevator. Iconic Lotus cars led to art objects depicting the design process and an immersive art film scored by the Burial soundtrack. The artist David Curtis-Ring designed a car reveal that used light to lead the audience towards Emeya.