ASTON MARTIN CYGNET
Aston Martin
CREDITS
DIRECTOR-PRODUCERS
Dan Constantinou
Paul Denchfield
AGENCY
Fin London
BRIEFING
Fin was tasked with producing stylish online films to launch Aston Martin's new product: the Cygnet – a high-end luxury city car and big departure for the brand. As such, the messages to communicate were complex & varied. First, though, there was a looming deadline for the car’s Hong Kong launch: from initial brief the films had to be online within just 4 weeks!
We felt the Cygnet had to be seen as the ultimate way to cross urban environments in style. Filming in Bond Street, café culture in Belgravia and the Mulberry fashion show after party were all on the list. The film was to be a metropolitan whirlwind of refined extravagance.
However, as the brief alluded, the Cygnet story is more complicated than just city fine-driving. So a second film would be made to underpin the Cygnet's integrity. This would be achieved by showing the processes it must undergo in order to earn its Aston Martin wings. To highlight Aston's renowned skilled craftsmanship, we crafted a concept focusing on workers' hands.
Our police protection at the ready
The Cygnet undergoing inspection
Our police protection at the ready
Filming with a pursuit vehicle, through some of the most expensive streets in London, requires a lot of preparation. Our relationship with the Metropolitan Police film unit meant everything went smoothly and seamlessly from location to location. Three motorcycle outriders – including the newly appointed head of Met Film Unit James Waller, on his first shoot! – were much needed, as we swung out a 20-foot jib arm while filming and traversing mega-busy Hyde Park Corner.
These films – the striking, light-hearted London jaunt and the powerful, soul-filled factory – had great results: over 750,000 hits in the first few weeks.