I have been involved with the
launch of five major product launches for Rolls-Royce. The first was
200EX, the experimental forerunner to Ghost. This was followed by the
Phantom Electric project, then the new Phantom Series II. THe final
project was for a special edition Rolls-Royce Phantom Coupe called
Aviator, named for Charles Rolls in honour of his pioneering work in
powered, fixed wing flight. Scroll down to see a selection of work from
was the first new Rolls-Royce model to follow the new Phantom. EX
denotes experimental, a continuation of the RR tradition of creating
experimental test beds for engines and other innovative technology. Here
the designers and engineers try out their ideas. EX models often
inspire production vehicles.
Following the launch of 200EX, I worked on the launch of the production version Ghost. The campaign was built around the idea of the power of simplicity. The brochure contained an essay, ghostwritten (sic) for Chief Designer Ian Cameron and Helmut Reidl, Head of Engineering.
ROLLS-ROYCE PHANTOM ELECTRIC LUXURY
As well as being part of the pitch team that came up with the concept of the campaign, I scripted the launch films, wrote web copy and Facebook announcements, Tweets and emails. Films included interviews with Torsten Muller Otvos, CEO of Rolls-Royce, Autocar editor Steve Cropley and Sir Michael Kadoorie, owner of the Peninsular Hotel in Hong Kong, who has a fleet of 14 Rolls-Royce Phantoms.
The music on the film was commissioned specially for the campaign, created by the wonderful Will Saul.
The idea behind the campaign was based on the questions: can electric motoring deliver a true Rolls-Royce experience? Can alternative drive-train technologies work in ultra-luxury cars? You are invited to join the debate at www.electricluxury.com The campaign ran for more than a year, growing as input was received from the global tour and data being fed in from all over the web and twitter.
ROLLS-ROYCE PHANTOM SERIES II
After six months of preparation I helped launch the new Rolls-Royce Phantom Series II. I developed the concept (Phantom Series II. A New World.), which was then applied across all media, including print, dm, launch event, website and social media. I wrote a manifesto and scripted the launch film as well as commissioning the music from the Richard Northen at Richlist Music. Film directed by Martin Codd through Brainstorm. Photography by Alex Howe. With Clive Parsley @ Partners Andrews Aldridge.