The brief was to create the global launch video for McLaren’s new 600LT model. This particular model was their most extreme creation and they wanted the video to mirror this detail.

The 600LT launch has been the most successful McLaren Automotive campaign to date, exceeding all previous launches including the Senna.

Art Direction

Story Boarding
Image Retouching

Sketch 2
Sketch 1

The brand voiced a desire to achieve a video showcasing the ethos: ‘The Edge’ - pushing everything to the limit. 

With this in mind, the concept displayed the car driving outside of the city, well beyond the fringes of society. From here you experience the sounds and feeling of adrenaline, a calling and a desire to want a car that is only for those who dare.

They especially liked our strapline, ‘At the edge of sanity, lies genius’. With a car being this extreme, some may find it insane to have even been made but in the end, you realise it’s pure genius and you want it.

Retouched images 

A photoshoot took place in order to obtain imagery for promotional collateral. I have included some of the images I retouched for this brief.

MCL image 1
MCL image 2
MCL image 4

Selected Works

Unwrap the MagicCampaign Identity

UFC x PokerStarsMarketing & Identity

KrusoviceMarketing & Web Design

Ooh La LaIdentity & Packaging

Cotton CrimesPoster Design & Photography

Teddy the BearStory Book

Travel OregonAdvertising

Wall MuralIllustration & Vinyl Cutting

Shell V-PowerMarketing

Mcguire ProgrammePoster Design


McLaren - homeAdvertising

SA Travel BlogBlog Design

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Visit PeruTraining Site


Best of 2023Packaging

© 2016 Design By Art

© 2016 Design By Art

© 2016 Design By Art

© 2016 Design By Art

© 2016 Design By Art

© 2016 Design By Art

© 2016 Design By Art

© 2016 Design By Art